Entrepreneurial marketing, corporate reputation, corporate creativity and competitive advantage: a research framework and proposition

This study explored the consequences of entrepreneurial marketing by creating empirical evidence grounded in dynamic capability and image theory. The study proposed a direct as well as an indirect relationship between entrepreneurial marketing and competitive advantage, recognizing corporate creativity as the boundary condition under which entrepreneurial marketing influences competitive advantage suggesting that corporate creativity is a moderator in the entrepreneurial marketing model. The study explained the theoretical and practical contributions of the model in our understanding of entrepreneurial marketing practices and the role of corporate reputation. Corporate creativity was also discussed especially from the perspective of entrepreneurial firms.