Share value relational capital: Suggestions for the future and an assessment of past research in driving marketing performance

Abstract

This research aims to create a new theoretical framework that focuses on the impact of entrepreneurial orientation and relational capital stock value on the marketing performance of small and medium enterprises (SMEs) to gain a competitive advantage. This study involved 220 SME owners and used structural equation modeling to identify two effective strategies to improve SME marketing performance. Both strategies are the application of entrepreneurial orientation and utilization of share value relational capital.