LITERATURE REVIEW ON INFLUENCE OF ENTREPRENEURIAL MARKETING ORIENTATION ON COMPETITIVE ADVANTAGE AMONG MOBILE SERVICE PROVIDERS IN KENYA

Abstract

The purpose of this paper is to critically review literature on entrepreneurial marketing (EM) as an organizational function and a set of processes for creating, communicating and delivering value to customers. The objective of this review is to develop a suitable conceptual framework to study the influence of EM on competitive advantage (CA) among mobile service providers (MSPs) in Kenya. The methodology used involves online search of literature, selection of articles, and critical evaluation and synthesis of empirical literature so as to identify consistent evidence, contradictions, relationships, and research gaps. Linkages are established between EM and CA by use of a proposed integrative conceptual framework model that includes a number of key factors surrounding the phenomenon of EM. Seven core dimensions of EM are identified and explored. Insights are synthesized from various literatures, including the work on entrepreneurial orientation, market orientation, strategic orientation and resource leveraging. The review found that, although many researchers have adopted different EM models; innovation, risk taking, pro-activeness, customer intensity, value creation and resource leveraging were the commonly adopted dimensions of EM. Priorities are proposed for continuing research, and implications are drawn for theory development, teaching, and managerial practice.