The Domain of Marketing Definition Entrepreneurial Proclivity or Market Orientation?

Subject Areas : Futurology

H. Nikoomaram ¹ , K. Heidarzadeh ²

1 - ندارد
2 - ندارد

Received: 2015-01-26 Accepted : 2015-01-26 Published : 2003-12-22

Keywords: Market orientation, Entrepreneurial proclivity, Business performance, Entrepreneurship, Advertising expenditure, Innovativeness, Risk taking, Proactiveness, Intelligence generation, Intelligence dissemination, Responsiveness,

Abstract :

The  recent  literature  suggestes  a  potential  tension  market  orientation  between  and  entrepreneurial  proclivity  in  achieving  superior  business  performance . This  is  unsettling  for  marketers , because  it  could  mean  that  being  market  oriented  is  detrimental  to  a  firm  that  is  also  trying  to  be  entrepreneurial  and  successful . To  examine  this  unnerving  potential , the  authors  investigate  structural  influences  (both  direct  and  indirect ) of  entrepreneurial  proclivity  and  market  orientation  on  business  performance . The  results  indicate  that  entrepreneurial  proclivity  has  not  a positive  and  direct  relationship  on  market  orientation  but  also  an  indirect  and  positive  effect  on  market  orientation  through  the  reduction  of  departmentalization . The results  also  suggest  that  entrepreneurial  proclivity  s performance  influence  is  positive  when  mediated  by  market  orientation , but  negative  or  nonsignificant  when  not mediated  by  market  orientation .