An Empirical Investigation into Entrepreneurship and Organizational Innovation‐based Competitive Strategy

For several decades, marketing researchers have stressed that firms can achieve competitive advantage by creating superior value for customers through innovation. However the literature on entrepreneurship and innovation based competitive strategy is deficient in several important respects. First, entrepreneurship has been poorly measured in the past. Next, research on innovation is biased towards technological innovation and new product development. Finally, robust measures of sustained competitive advantage have yet to emerge in the literature. This paper examines the role of entrepreneurship in organizational innovation‐based competitive strategy. The study finds that entrepreneurial firms pursue both technological and non‐technological innovations, and all such innovations lead to sustained competitive advantage. The study contributes to the emerging marketing and entrepreneurship interface paradigm by examining the role of entrepreneurship in the innovation based competitive strategy and refining and testing measures of entrepreneurship, organizational innovation, and sustained competitive advantage.