The mediating role of marketing innovation and sustainable competitive advantage in the effect of entrepreneurial orientation on market performance: An application in technology development zones

Technological Development Zones (TGBs), which operate dynamically within innovation ecosystems, provide a fertile environment for entrepreneurs to adopt innovative marketing practices and achieve sustainable competitive advantages. This study aims to examine the impact of Market Innovation (Pİ) and Sustainable Competitive Advantage (SRA) on the Market Performance (PP) of businesses operating in TGBs, particularly those expected to be technology-based in Turkey. Employing Hayes' PROCESS macro model (Model 6), this study tests a series of analytical models. The findings indicate that marketing significantly influences business performance, demonstrating that market performance is driven by innovative marketing activities and the ability to create sustainable competitive advantages. Consequently, marketing innovation acts as a fundamental mechanism for translating an enterprise's orientation into market success, ensuring a sustainable competitive advantage that contributes to the longevity of this success. Additionally, consistent with existing literature, the study finds that entrepreneurial orientation positively affects marketing innovation, marketing innovation influences sustainable competitive advantage, entrepreneurial orientation impacts sustainable competitive advantage, and both entrepreneurial orientation and sustainable competitive advantage enhance market performance. For practitioners, these results emphasize the necessity for TGB firms to cultivate entrepreneurial cultures, adopt transformational leadership, and invest in marketing innovation as a core strategic capability. The findings underscore the importance of designing integrated support programs that extend beyond R&D financing to include commercialization, marketing capabilities, and entrepreneurship-oriented institutional development. Future research should analyze the transformation mechanisms of EO into competitive advantage with qualitative approaches, test this model in different areas such as service and creative sectors, and take into account organizational culture, leadership style and environmental effects.