Transformasi Strategi Wirausaha Menuju Keunggulan Kompetitif: Kajian Literatur Terhadap Integrasi dan Komplementaritas Entrepreneurial Orientation, Market Orientation, dan Entrepreneurial Marketing
DOI:
https://doi.org/10.70142/studiaekonomika.v23i2.438Keywords:
Orientasi Kewirausahaan, Orientasi Pasar, Pemasaran Kewirausahaan, Integrasi Strategis, Keunggulan KompetitifAbstract
Kajian literatur kualitatif ini mengeksplorasi transformasi strategis kewirausahaan menuju pencapaian keunggulan kompetitif yang berkelanjutan melalui integrasi dan komplementaritas Entrepreneurial Orientation (EO), Market Orientation (MO), dan Entrepreneurial Marketing (EM). Berdasarkan studi empiris dan konseptual terkini, kajian ini menyoroti bagaimana EO mendorong inovasi dan sikap proaktif, MO memastikan respons terhadap dinamika pasar, serta EM mengoperasionalkan kedua orientasi tersebut ke dalam praktik pemasaran yang kreatif dan efisien dalam penggunaan sumber daya. Sintesis temuan menunjukkan bahwa konfigurasi strategis yang selaras antara EO, MO, dan EM secara signifikan meningkatkan adaptabilitas organisasi, penciptaan nilai pelanggan, dan kinerja jangka panjang. Pendekatan integratif ini menawarkan jalur yang kuat bagi start-up dan UMKM dalam menghadapi lingkungan yang dinamis dan penuh ketidakpastian.
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