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 … calculated risks and be proactive in their marketing- related activities. The marketing activity of the firm becomes …

Resources and capabilities remain one of the most important factors that influence firms, more especially … conducive firm climate among entrepreneurial ventures can enhance other resources and capabilities factors which, in turn, will …