A Robust Methodological Framework for Assessing Entrepreneurial Marketing, Supply Chain Resilience, and Sustainable Competitive Advantage in SMEs: A PLS-SEM Approach

Abstract

This study develops and empirically tests an integrated framework linking Entrepreneurial Marketing (EM), Supply Chain Resilience (SCR), and Sustainable Competitive Advantage (SCA) in Tanzanian food-processing SMEs. A survey of 255 SMEs was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in R. Results show that EM significantly enhances SCR and SCA, and that SCR partially mediates the EM→SCA relationship. Robustness checks including bootstrapped confidence intervals, HTMT, SRMR, and PLSpredict support model validity and predictive relevance. Theoretically, the study advances Resource-Based Theory and Dynamic Capabilities Theory by conceptualizing SCR as a dynamic, intangible resource that channels entrepreneurial marketing into sustained competitive advantage. Practically, findings recommend that SMEs combine entrepreneurial marketing tactics with resilience-enhancing supply-chain practices to sustain competitiveness in volatile emerging markets. Policy implications suggest integrating entrepreneurial marketing training into existing SME support programs administered by institutions such as SIDO and the Ministry of Industry and Trade.

Keywords: Entrepreneurial marketing; supply chain resilience; sustainable competitive advantage; SMEs; PLS-SEM; Tanzania