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THE CONNUBIAL RELATIONSHIP BETWEEN MARKET ORIENTATION AND ENTREPRENEURIAL ORIENTATION
Journal article   Peer reviewed

THE CONNUBIAL RELATIONSHIP BETWEEN MARKET ORIENTATION AND ENTREPRENEURIAL ORIENTATION

Hyokjin Kwak, Anupam Jaju, Marina Puzakova and Joseph F. Rocereto
Journal of marketing theory and practice, v 21(2)
01 Jan 2013
DOI: https://doi.org/10.2753/MTP1069-6679210202
Featured in Collection :   UN Sustainable Development Goals @ Drexel

Abstract

Business Business & Economics Social Sciences
Research examining the relationship between market orientation (MO) and entrepreneurial orientation (EO) has recently received considerable attention in both the marketing and the management literature. To date, most academic studies have treated EO and MO as separate constructs. Here, we argue that both EO and MO reside in a single coexisting network. Unlike past research, a reverse moderation from one MO construct (i.e., Intelligence Generation) is found in the mediated EO network (Proactiveness -> Risk-Taking Propensity -> Innovativeness). We also find that our mediated EO is directly related to a market-oriented dimension (i.e., Responsiveness). Furthermore, we examine some hidden relational links between the operational dimensions of MO and EO in order to unwrap the structural nature of correlations between the two constructs. Practical implications are discussed along with some important theoretical recommendations

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6 Record Views
22 citations in Web of Science
35 citations in Scopus

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UN Sustainable Development Goals (SDGs)

This publication has contributed to the advancement of the following goals:

#9 Industry, Innovation and Infrastructure

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Collaboration types
Domestic collaboration
Web of Science research areas
Business
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