Alignment Effect of Entrepreneurial Orientation and Marketing Orientation on Firm Performance

淡江大學機構典藏 > 商管學院 > 企業管理學系暨研究所 > 期刊論文 > Item 987654321/109009

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题名:	Alignment Effect of Entrepreneurial Orientation and Marketing Orientation on Firm Performance
作者:	Lee, Yueh-Hua
关键词:	Business Performance;Entrepreneurial Orientation (EO);Marketing Orientation (MO);Opportunity Recognition;Small and Medium Enterprises (SMEs)
日期:	2016-10-01
上传时间:	2016-12-24 02:10:34 (UTC+8)
出版者:	I G I Global
摘要:	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.
關聯:	International Journal of Customer Relationship Marketing and Management 7(4), pp.58-69
DOI:	10.4018/IJCRMM.2016100104
显示于类别:	[企業管理學系暨研究所] 期刊論文

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