A Research In Relating Entrepreneurship, Marketing Capability, Innovative Capability And Sustained Competitive Advantage

The purpose of this research is to investigate the relationships of entrepreneurship, marketing capability, innovative capability, and sustained competitive advantage; hopefully to propose some new points of views in managing enterprises. We investigate the top 1000 Taiwan manufacturers in 2009 issued by Commonwealth magazine of Taiwan in this research. In total, 116 effective samples are collected. We use SEM linear structure equation model, and LISREL 8.7 editions of software for data analyses, and verify our hypotheses. The empirical results show: 1.entrepreneurship directly influence marketing capability, innovative capability and sustained competitive advantage respectively; and indirectly influence sustained competitive advantage through marketing capability and innovative capability respectively; 2.although marketing capability does not influence sustained competitive advantage directly, but influence sustained competitive advantages indirectly through innovative capability; in the other way, innovative capability influence sustained competitive advantage directly. Therefore, we suggest that an enterprise needs to develop its organizational culture of entrepreneurship and the two kinds of capabilities, marketing and innovation, hopefully to enhance its sustained competitive advantage.

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