Architectural Marketing Capabilities as a Catalyst for Enhancing Entrepreneurial Orientation

This proposed study seeks to explore the role of architectural marketing capabilities (AMC) in enhancing the relationship between Entrepreneurial Orientation (EO) dimensions and the performance of Small and Medium Enterprises (SMEs) in Nigeria. SMEs play a critical role in Nigeria’s economy, contributing significantly to GDP and employment. However, despite their critical role, many Nigerian SMEs face persistent challenges in achieving sustainable performance. While EO has been recognized as a key factor driving SME success, its relationship with performance outcomes is often inconsistent. This study introduces architectural marketing capabilities as a key mediating factor that potentially bridges EO dimensions and SME performance. This study aims to fill the gap by examining how AMC can mediate the impact of EO on SME performance underpinning the Resource-Based View (RBV) and Innovation Theory. Marketing capabilities is not merely integrated as supportive tools but as strategic assets that reshape entrepreneurial efforts into tangible performance. A quantitative research design will be employed, using a structured questionnaires to collect data from SME owners and managers across different sectors in Nigeria. The study proposes the use of Structural Equation Model (SEM) to test hypothesized relationships and explore both direct and indirect effects. By examining the mediating role of architectural marketing capabilities, this research seeks to contribute to the theoretical advancement of entrepreneurship and marketing capabilities literature, particularly in the context of developing economies. Furthermore, practical implications will be drawn for SME practitioners and policymakers aiming to enhance firm competitiveness through strategic capability development. The study’s findings are expected to offer valuable insights into how Nigerian SMEs can better align their entrepreneurial strategies with robust marketing architectures to achieve sustainable growth and performance.