Entrepreneurial Marketing, Corporate Reputation, Corporate Creativity and Competitive Advantage: A Research Framework and Proposition

Silas Gontur; Linus Jonathan Vem; Meshach Gomam Goyit; Macrop Davireng

doi:10.47747/ijbme.v3i1.352

Authors

Silas Gontur Federal College of Education, Pankshin, Nigeria
Linus Jonathan Vem University Of Jos, Nigeria
Meshach Gomam Goyit Department of Business Administration University of Jos
Macrop Davireng Federal College of Education, Pankshin, Nigeria

DOI:

https://doi.org/10.47747/ijbme.v3i1.352

Keywords:

Entrepreneurial Marketing, Corporate Reputation, Corporate Creativity, Competitive Advantage

Abstract

This study explored the consequences of entrepreneurial marketing by creating empirical evidence grounded in dynamic capability view and image theory. The study proposed a direct and indirect relationship between entrepreneurial marketing and competitive advantage, recognizing corporate creativity as the boundary condition on the entrepreneurial marketing-competitive advantage link suggesting a moderated entrepreneurial marketing model. The study explained the theoretical and practical contribution of the study in our understanding of entrepreneurial marketing practices and the role of corporate reputation. Corporate creativity was also discussed especially from the perspective of entrepreneurial firms.

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