The effects of entrepreneurial orientation, market orientation, and marketing subunit influence on firm performance |
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Authors: | Omar Merlo Seigyoung Auh |
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Institution: | (1) Judge Business School, University of Cambridge, Trumpington Street, Cambridge, CB21AG, UK;(2) Thunderbird School of Global Management, 1 Global Place, Glendale, AZ 85306-6000, USA |
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Abstract: | The study investigates how an organization’s entrepreneurial orientation moderates the interplay between market orientation
and marketing subunit influence on firm performance. The hypothesized model predicts that the positive interaction between
market orientation and marketing subunit influence has a weaker effect on firm performance under conditions of high entrepreneurial
orientation. The regression and supplementary analyses provide support for most predictions and, most importantly, for a negative
three-way interaction effect: At higher levels of entrepreneurial orientation, the positive moderating effect of marketing
subunit influence on the market orientation–business performance relationship is reduced. The authors discuss the managerial
and theoretical implications of their findings and provide a number of directions for further research.
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Keywords: | Marketing influence Entrepreneurial orientation Market orientation Marketing department Marketing organization Business performance |
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