• Abstract

    MARKETING CAPABILITIES AND ORGANIZATIONAL INNOVATION: A RELATIONSHIP FOR COMPETITIVE ADVANTAGE

    DOI 10.14210/alcance.v23n1.p092-110
    Published date: 11/05/2016
    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.

Revista Alcance

Revista Alcance is a Brazilian free access journal, published every four months, linked to the Graduate Program in Administration and the Professional Master’s degree in Administration, Internationalization and Logistics Program of the University of Vale do Itajaí – Univali. We seek to publish theoretical-empirical and technological articles in the areas of Business Administration. Different theoretical and methodological perspectives are welcome, as long as they are consistent with and relevant to the development of the area.

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