Author(s): Berta Bekti Retnawati, Ch. Retnaningsih, Okti Ruenda
The research aims to develop a new concept, called the capability of maneuver penetration of the market, to fill the gap in the research orientation of entrepreneurship in marketing performance. The novelty of this research was obtained from relevant theoretical studies and tested in empirical research conducted on sea-based food processing MSMEs in Central Java, Indonesia. The study's novelty was synthesized from two significant theories: Resource-Based View (RBV) and marketing strategy theory. Possession of dynamic marketing capabilities helps change from a stable situation to a complex situation. Dynamic marketing capabilities help companies deal with rapid changes in market situations and conditions; from here, market penetration maneuvering capability is formed as a novelty variable in the research model developed.Four hypotheses proved to be accepted in the five proposed hypotheses' testing, and one hypothesis was rejected. This statistical evidence strengthens the role of market penetration maneuvering capabilities in bridging the gap between entrepreneurial orientations to enhance the marketing performance of MSMEs. This research enriches the literature and provides scientific contributions related to the development of MSME performance models. Managerial implications and research agendas are also discussed in this article.