MARKETING CAPABILITY AS A MODERATOR BETWEEN INNOVATION AND ENTREPRENEURIAL SUCCESS

The usefulness of extant literature in guiding entrepreneurial firms in making decisions on strategic marketing with which marketing capability is to augment the adaptability of the firm to new challenges from markets in order to improve entrepreneurial success still remains an empty space in the literature. Consequently, by adopting marketing capability, which is the ability of the organization to explore its understanding, resource and technology to suit the needs of its market or its customers. Thus, This study looked at moderating effect of marketing capability on the relationship between of Schumpeterian forms of innovation and entrepreneurial success in the dessert and confectionery firms. A survey of one hundred and twenty three (123) respondents from dessert and confectionery firm provide support for the study. The data was analysed using the hierarchical regression. The results of the analysis showed that the Schumpeterian forms of innovation significantly affect entrepreneurial success of an organization and marketing apabilities moderates the relationship between innovation and entrepreneurial success. These findings bring# about managerial implications that conclude the paper