The relationship between entrepreneurial orientation, marketing innovation and competitive marketing advantage of female entrepreneurs in Egypt

摘要

This article builds on the dynamic capability view of the firm in order to examine the role of marketing innovation in the relationship between entrepreneurial orientation and competitive marketing advantage. The mixed-methodology approach was used and data were collected from 70 SMEs that are owned or managed by a female in Egypt. Structural equation modelling was used to test the research framework. The results reveal that both pricing and promotional innovation have a strong and positive association with competitive marketing advantage. The study is cross-sectional in nature. The results may have been different if the study had focused on specific industries. Therefore, extrapolations without proper caution are discouraged. The study provides female entrepreneurs with useful information on how to create and sustain marketing competitive advantage when resources are limited. In particular, it helps them to identify situations in which marketing innovation practices are potentially more useful. The results contribute to the understanding of the drivers of competitive marketing advantage of SMEs owned by female entrepreneurs in the context of an emerging market.