Alignment Effect of Entrepreneurial Orientation and Marketing Orientation on Firm Performance

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Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/109009

Title:	Alignment Effect of Entrepreneurial Orientation and Marketing Orientation on Firm Performance
Authors:	Lee, Yueh-Hua
Keywords:	Business Performance;Entrepreneurial Orientation (EO);Marketing Orientation (MO);Opportunity Recognition;Small and Medium Enterprises (SMEs)
Date:	2016-10-01
Issue Date:	2016-12-24 02:10:34 (UTC+8)
Publisher:	I G I Global
Abstract:	Previous studies have shown the relevance of corporate entrepreneurial orientation (EO), marketing orientation (MO), and business performance. However, considerable variation exists in the magnitude of the relationship between EO and business performance, and no significant relationship between EO and performance has yet been found. Our central argument is that the benefits of EO depend on firm MO, and the performance of a firm is highest when EO and MO are aligned. This study explored the influence of entrepreneurial–marketing alignments on the performance of small and medium enterprises (SMEs) and determined the variables that are most conducive of the alignment effect on SME growth in the context of the Taiwanese economy. Understanding this relationship is essential for guiding entrepreneurial behavior to improve firm performance.
Relation:	International Journal of Customer Relationship Marketing and Management 7(4), pp.58-69
DOI:	10.4018/IJCRMM.2016100104
Appears in Collections:	[Graduate Institute & Department of Business Administration] Journal Article

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