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| Content Provider | Springer Nature Link |
|---|---|
| Author | Brettel, Malte Engelen, Andreas Oswald, Monika |
| Copyright Year | 2011 |
| Abstract | A general notion in research on entrepreneurial marketing is that new ventures that adopt both strong market orientation and entrepreneurial orientation outperform other firms. The present research provides a more fine-grained analysis of this common wisdom. First, while extant research focuses on responsive market orientation, this research seeks to differentiate responsive from proactive market orientations in young ventures. Second, the study examines the moderating effects of the degree of entrepreneurial orientation on proactive and responsive market orientation’s performance consequences in the context of new ventures since these ventures must understand which orientations are worth pursuing, especially given their resource constraints. The theoretically developed research model is tested using survey data of 259 ventures in operation less than fifteen years from five national cultures in order to detect national dependencies and establish the robustness of the findings. Recommendations concerning which type of market orientation entrepreneurial and less entrepreneurial new ventures should follow are provided. |
| Starting Page | 83 |
| Ending Page | 109 |
| Page Count | 27 |
| File Format | |
| ISSN | 00442372 |
| Journal | Zeitschrift für Betriebswirtschaft |
| Volume Number | 81 |
| Issue Number | 6 |
| e-ISSN | 18618928 |
| Language | English |
| Publisher | SP Gabler Verlag |
| Publisher Date | 2011-11-05 |
| Publisher Place | Wiesbaden |
| Access Restriction | One Nation One Subscription (ONOS) |
| Subject Keyword | Proactive market orientation Entrepreneurial orientation National culture Performance consequences Regression analysis Human Resource Management Organization/Planning Business/Management Science Production/Logistics/Supply Chain Management/Business for Professionals Accounting/Auditing |
| Content Type | Text |
| Resource Type | Article |
| Subject | Business and International Management Economics and Econometrics |
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