Market Orientation and Marketing Capability of SMEs: A Conceptual Framework

Market orientation is a marketing concept aimed at continuously creating value for customers to achieve superior performance. In addition, exploring the role of specific marketing capabilities related to innovative and entrepreneurial company behavior is necessary alongside marketing capability. However, literature on the role of marketing capabilities in competitive strategy is still limited. Similarly, there is a lack of conceptualization and operationalization of innovation and the construction of sustainable competitive advantage. Researchers focus on how Market Orientation and Marketing Capability can impact organizational innovation and SME performance. The research objective is to design a model based on Market Orientation and Marketing Capability to enhance SME performance. This research contributes to the theory and practice of strategic marketing by exploring and developing Market Orientation, Marketing Capability, organizational innovation in SMEs, and sustainable SME performance.