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Marketing capability development through networking – An entrepreneurial marketing perspective

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  • Gliga, Gabriela
  • Evers, Natasha

Abstract

How are marketing capabilities developed in SMEs? Drawing upon the entrepreneurial marketing perspective, this article explores how small-to-medium-sized enterprises (SMEs) develop their marketing capabilities. Using an in-depth qualitative study of SME entrepreneurs from a small open developed economy, we find that entrepreneurial networking plays a significant role in how SMEs develop specialized, cross-functional and dynamic marketing capabilities which are integral to their growth and competitiveness. We identify the type of resource interaction processes entrepreneurs engage in with actors in their network to generate and deliver market value. SMEs in this study wholly depend upon entrepreneurial networking for accessing key informational, relational, reputational, and knowledge resources to develop their marketing capabilities. Our findings further elucidate that the type of entrepreneurial networking in this study is one that exhibits entrepreneurial marketing behavior, yet, is more strategic and deliberate in nature rather than effectual. This study advances the entrepreneurial marketing and marketing capabilities literatures by assigning greater theoretical and empirical credence to the under-explored role of entrepreneurial networking in marketing capability development in SMEs.

Suggested Citation

  • Gliga, Gabriela & Evers, Natasha, 2023. "Marketing capability development through networking – An entrepreneurial marketing perspective," Journal of Business Research, Elsevier, vol. 156(C).
    • Handle: RePEc:eee:jbrese:v:156:y:2023:i:c:s0148296322009377
    DOI: 10.1016/j.jbusres.2022.113472
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