Achieving sustained competitive advantage in retail and consumer service firms: The role of entrepreneural orientation and entrepreneurial bricolage

TAJEDDINI, Kayhan, THILINI, Chathurika Gamage, JAVAD, Tajdini and SIKANDAR, Ali Qalati (2023). Achieving sustained competitive advantage in retail and consumer service firms: The role of entrepreneural orientation and entrepreneurial bricolage. Journal of Retailing and Consumer Services, 75: 103495.

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Abstract

The vital role of entrepreneurial orientation and entrepreneurial bricolage in creating sustained competitive advantage in retail and consumer service firms is increasingly acknowledged in modern markets. Using data from 246 retail and consumer service firms (hereafter R&CSFs) in Japan, this paper develops and empirically tests a framework delineating how entrepreneurial-oriented R&CSFs strategically combine existing resources while managing risks to differentiate their service portfolios to be competitive. The findings reveal that entrepreneurial orientation and entrepreneurial bricolage influence differentiation advantage and risk management, which, in turn, is associated with creating a sustained competitive advantage (hereafter SCA). This paper adds novel insights to the dynamic capabilities view and retail and service marketing literature by identifying entrepreneurial orientation, entrepreneurial bricolage, and risk management as dynamic capabilities, which allows R&CSFs to create service innovations in resource-constrained environments.

Item Type:	Article
Uncontrolled Keywords:	1503 Business and Management; 1505 Marketing; 1506 Tourism; Marketing; 3504 Commercial services; 3507 Strategy, management and organisational behaviour; 3509 Transportation, logistics and supply chains
Identification Number:	https://doi.org/10.1016/j.jretconser.2023.103495
SWORD Depositor:	Symplectic Elements
Depositing User:	Symplectic Elements
Date Deposited:	11 Aug 2023 13:46
Last Modified:	11 Aug 2023 13:46
URI:	https://shura.shu.ac.uk/id/eprint/32264

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