Entrepreneurial Drivers of Business Model Innovation: The Role of Brand Innovation, Digital Advertising, and Customer-Centric Culture through Marketing Agility

Abstract

Entrepreneurship is fundamentally about creating value through innovation, opportunity recognition, and strategic risk taking. In today’s fast-paced and highly digitalized business environment, entrepreneurs must embrace agile marketing strategies and innovation driven practices to remain competitive. This study explores how Brand Innovation, Digital Advertising, and Customer Centric Culture as key entrepreneurial marketing drivers influence Business Model Innovation, with Marketing Agility acting as a mediating variable. Drawing on the entrepreneurial marketing and dynamic capabilities frameworks, this research examines data collected from small and medium enterprise (SME) founders and marketing heads in Pakistan. Structural Equation Modeling (SEM) is used to validate the hypothesized relationships. The findings are expected to demonstrate that these entrepreneurial capabilities not only directly influence business model innovation but also enhance adaptive marketing responses through agility. This study contributes to the entrepreneurial marketing literature by emphasizing how marketing agility enables entrepreneurial firms to continuously evolve and innovate their business models for sustainable growth.