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Exploring Marketing Maneuverability's Role in Linking Entrepreneurial Orientation and Marketing Performance

Author

Listed:
  • Setiawan, Andi
  • Sukresna, I Made
Abstract
Based on the Resource-Advantage theory (R-A theory), this study attempts to develop a solid framework for marketing maneuverability (MM), which could be used as a lever to optimize the role of entrepreneurial orientation (EO) and improve marketing performance (MP). This study develops MM in an effort to improve the MP of Madurese hairdressing salons, classified as small-medium enterprises (SMEs), in Central Java, Indonesia. In addition, MM strengthens the influence of service encounter value (SEV) and market penetration advantage (MPA) on marketing performance (MP). As a result, MM could help SMEs implement SEV and MPA, leading to enhanced MP. This study further explores the application of the R-A theory by verifying that MM improves MP due to its ability to align EO, SEV, and MPA.

Suggested Citation

  • Setiawan, Andi & Sukresna, I Made, 2024. "Exploring Marketing Maneuverability's Role in Linking Entrepreneurial Orientation and Marketing Performance," Revista Galega de Economía, University of Santiago de Compostela. Faculty of Economics and Business., vol. 33(3), pages 1-23.
    • Handle: RePEc:sdo:regaec:v:33:y:2024:i:3_6
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    File URL: https://revistas.usc.gal/index.php/rge/article/view/9873/13999
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    More about this item

    Keywords

    Entrepreneurial orientation; Marketing maneuverability; Marketing performance; Small-medium enterprises;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • O1 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development

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