Building sales through connections: how network capabilities and tie strength foster entrepreneurial marketing

PurposeThe purpose of this study is to delve into the intricate relationship between network capabilities (NCs), entrepreneurial marketing (EM) and sales performance (SP), with a specific focus on uncovering the nuanced role that ties strength (TS) plays as a mediator.Design/methodology/approachThis research was conducted using a survey method with a population of software small and medium-sized enterprises (SMEs) in Colombia using a sample size of 164 questionnaires. The data analysis method used was the partial least squares.FindingsThe results show that EM has an impact on SP. TS mediates the influence of NC and EM. Findings highlighted the importance of networking in EM and the relationship with SP.Practical implicationsNCs emerge as a vital determinant for fostering EM within SMEs. Owners should prioritize the development and enhancement of their NCs; for example, building relationships, fostering collaborations and leveraging connections within the industry. Also, this could lead to more innovative marketing strategies, differentiating the firm in a competitive marketplace. The mediating role of TS underscores the importance of not just having network connections but building strong, meaningful relationships with customers. SMEs with high NCs should design more targeted and customized marketing strategies.Originality/valueThe value of this research lies in its intricate exploration of the complex relationships between NCs, TS and EM. This study paves the way for a deeper understanding of network dynamics and their implications within EM. It sets the stage for subsequent studies that may lead to the formulation of more sophisticated network marketing strategies tailored for EM contexts.