Entrepreneurial bricolage and marketing capability: contingent roles of market turbulence and strategic flexibility

To explicate the nature of the relationship between entrepreneurial bricolage and marketing capability, this study builds a theoretical framework to explore how strategic flexibility and market turbulence moderate this relationship. Survey data from 255 entrepreneurial firms in China reveal that entrepreneurial bricolage has a positive effect on marketing capability. This positive relationship is stronger when firms have a higher level of strategic flexibility and face a higher level of market turbulence. Meanwhile, strategic flexibility can serve as a critical strategic solution to strengthen the positive effect of entrepreneurial bricolage on marketing capability when market turbulence is higher. These findings provide novel insights into explaining whether entrepreneurial bricolage can improve marketing capability in resource-constrained entrepreneurship when different levels of market turbulence and strategic flexibility are persistent. This study also derives theoretical and managerial implications from the above findings and uses them to guide future research.