MARKETING CAPABILITIES AND ORGANIZATIONAL INNOVATION: A RELATIONSHIP FOR COMPETITIVE ADVANTAGE

Authors

DOI:

https://doi.org/10.14210/alcance.v23n1.p092-110

Keywords:

Marketing, Marketing Strategies, Marketing Capabilities.

Abstract

The aim of this study was to verify the role of entrepreneurial intensity and marketing capabilities in organizational innovation and competitive advantage in service companies. A survey was conducted, with 480 companies, using structural analysis to evaluate the relationship between the different paths. The results indicate that entrepreneurship is an important denominator of marketing capabilities, lending support to theories of capabilities of competitive advantage. The results of this study also suggest that entrepreneurial companies seek both technological and non-technological innovation, and that both types of innovation lead to competitive advantage. This study contributes to the theory of marketing strategy for the development, refinement and testing of scales for measuring entrepreneurship, marketing capabilities, organizational innovation, and sustainable competitive advantage.

Author Biography

Carlos Alberto Alves, Universidade Nove de Julho - UNINOVE

Doutor em Administração Professor e Coordenador do Curso de Tecnologia em Marketing da Universidade Nove de Julho - UNINOVE

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Published

2016-05-11

Issue

Vol. 23 No. 1(Jan-Mar) (2016)

Section

CHAMADA ESPECIAL: CAPACIDADES DINÂMICAS E INOVAÇÃO NAS ORGANIZAÇÕES (ENCERRADA)

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