Strategic Marketing Alignment-Competitive Advantage Nexus: Green Entrepreneurship Path in SMEs
Résumé
Purpose: This study investigated strategic marketing alignment (SMA) and competitive advantage (CA) in SMEs with an emphasis on the moderating role of green entrepreneurship (GE). By focusing on sustainability, resources, and capabilities, light is shed on the importance of GE for the success of small- and medium-sized enterprises (SMEs). Design/Methodology/Approach: A descriptive cross-sectional design with a quantitative research approach relying on structured questionnaires is employed. The data collection resulted in a total of 250 filled-out questionnaires. Participants were SME owners and managers in manufacturing, and other sectors around Buffalo City Metropolitan, East London. Findings: The results indicated that the relationship between SMA and SME CA was not statistically significant (p = 0.702) while SMA had a significant positive impact on GE. The results supported the positive and direct effect of GE on CA. The results highlighted a complete moderation of GE on SMA and SME CA. Managerial/Policy implications: Management of SMEs can take advantage of ecological sustainability. SMEs’ use of GE as their dynamic capabilities can enhance competitiveness and increase potential opportunities. SME organisational culture may affect green entrepreneurship and competitive advantage interaction. Originality/Value: As a unique study bridging the gap between research and practice, the study delves further into encouraging SME managers and owners to align with ecological practices and comply with the environment in which they operate through sustainable practices to increase chances of differentiation and competitiveness.
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