摘要：Abstract Prior research has shown that early development of marketing capabilities enable firms to achieve competitive advantage. The entrepreneurial orientation of the firm acts as a catalyst and impacts the market orientation and the marketing capabilities of the firm in a positive way. A high level of entrepreneurial orientation enables the firms to be innovative, take calculated risks and be proactive in their marketing- related activities. The marketing activity of the firm becomes entrepreneurial. In this empirical study, we test the various antecedents and outcomes of marketing capabilities in entrepreneurial new technology- based firms (NTBFs) in a developing country’s environment. The study sample consists of 253 small and medium sized NTBFs operating in the METU Technopark, Turkey. The structural equation modelling approach using PLS was employed to test the research hypotheses. Results show that the early development of marketing capabilities of the NTBF significantly impacted performance, prompting implications for policy makers.
关键词：Marketing capability;Marketing orientation;Entrepreneurial orientation;Competitive advantage;NTBF (new technology-based firms);Technology park
