Architectural Marketing Capabilities as a Catalyst for Enhancing Entrepreneurial Orientation

Ezenne Chinenye Christiana and Gazi Md Nurul Islam
Additional contact information
Ezenne Chinenye Christiana: Tun Razak Graduate School, University Tun Abdul Razak,195A, Jalan Tun Razak, Hampshire Park, 50450, Kuala Lumpur, Malaysia.
Gazi Md Nurul Islam: Tun Razak Graduate School, University Tun Abdul Razak,195A, Jalan Tun Razak, Hampshire Park, 50450, Kuala Lumpur, Malaysia.

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 5, 1847-1854

Abstract: This proposed study seeks to explore the role of architectural marketing capabilities (AMC) in enhancing the relationship between Entrepreneurial Orientation (EO) dimensions and the performance of Small and Medium Enterprises (SMEs) in Nigeria. SMEs play a critical role in Nigeria’s economy, contributing significantly to GDP and employment. However, despite their critical role, many Nigerian SMEs face persistent challenges in achieving sustainable performance. While EO has been recognized as a key factor driving SME success, its relationship with performance outcomes is often inconsistent. This study introduces architectural marketing capabilities as a key mediating factor that potentially bridges EO dimensions and SME performance. This study aims to fill the gap by examining how AMC can mediate the impact of EO on SME performance underpinning the Resource-Based View (RBV) and Innovation Theory. Marketing capabilities is not merely integrated as supportive tools but as strategic assets that reshape entrepreneurial efforts into tangible performance. A quantitative research design will be employed, using a structured questionnaires to collect data from SME owners and managers across different sectors in Nigeria. The study proposes the use of Structural Equation Model (SEM) to test hypothesized relationships and explore both direct and indirect effects. By examining the mediating role of architectural marketing capabilities, this research seeks to contribute to the theoretical advancement of entrepreneurship and marketing capabilities literature, particularly in the context of developing economies. Furthermore, practical implications will be drawn for SME practitioners and policymakers aiming to enhance firm competitiveness through strategic capability development. The study’s findings are expected to offer valuable insights into how Nigerian SMEs can better align their entrepreneurial strategies with robust marketing architectures to achieve sustainable growth and performance.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... ssue-5/1847-1854.pdf (application/pdf)
https://rsisinternational.org/journals/ijriss/arti ... neurial-orientation/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:9:y:2025:issue-5:p:1847-1854

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().