prevailing organization's market orientation and marketing innovation activities. The sample of organizations consists of … and imports to GDP. This paper evaluates four types of marketing innovation activities (design, pricing, placing and … promotion methods) at the enterprise level as a factor of marketing capability. The analyzed sample consists of observations …

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 …