(Researching the Determinants and Results of Marketing Capabilities in Entrepreneur Business)

Abstract

Purpose – Entrepreneur businesses should properly develop their marketing capabilities in order to gain competitive advantage in the market. In this study besides environmental turbulence, the entrepreneurship orientation and market orientation of businesses are analyzed as a determinant of marketing capabilities of businesses. Design\methodology\approach – The performance of a business was analyzed as the result of its marketing capabilities structure. The study was conducted on 220 big and medium businesses operating in Antalya between the dates of September 2018 and January 2019. In the collection of the data, questionnaire method was used. In order to test the created model, partial least-square method was used. Findings – According to the acquired data; it was observed that environmental turbulence has an important effect on entrepreneurship orientation and market orientation, entrepreneurship orientation has an effect on market orientation and marketing capabilities, entrepreneurship orientation has an effect on marketing capabilities, marketing capabilities and entrepreneurship orientation have an important effect of the performance of the business. Discussion – In this research, an integrative framework is suggested based on the previous researches which tested the various determinants and marketing capabilities in entrepreneur businesses.