Quality-Based Differentiation Mediating Entrepreneurial Orientation and Marketing Performance

This research aims to explore the variable Quality-Based Differentiation overcome gap in entrepreneurial orientation improving marketing performance rooted resource advantage theory of competition (RAToC). The survey method was used collect data after inviting 264 owner-managers small and medium enterprises (SMEs) participate this study. AMOS structural equation modeling software tests our proposed hypothesis. quantitative analysis resulted acceptance hypothesis with several significant findings. most important finding is that companies must invest developing their resources order be able produce differentiated products based on quality so it will become a lever performance. A strong complemented by solid quality-based differentiation supports business strength achieving superior competitive position market.