Purpose – The paper aims to explore how large firms might leverage entrepreneurial marketing processes to gain and renew competitive advantage. Design/methodology/approach – The paper applies past research on entrepreneurial marketing and entrepreneurship with examples from a long‐term...

This study employs resource advantage theory to identify how beef cattle value chain actors' resources are translated into the positional advantage and how that then affects their financial performance in an emerging country context. The study tested was designed to understand if: (1) the...