Market and entrepreneurial orientation's effect on organisational performance through marketing capabilities

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Abstract

Organisational orientations play an important role in capabilities development, since they align management’s strategic objectives with operational activities in two ways; they form the way that the members of an organisation process information and react to the environment, but they also create internal environments in which desired behaviours are encouraged and supported (Atuahene-Gima & Ko, 2001). Market orientation (MO) and entrepreneurship orientation (EO) are two important organisational orientations (Tzokas, Carter, & Kyriazopoulos, 2001) that affect the operational competencies of the firm (Miles & Arnold, 1991). The present study seeks to explore how the two, MO and EO, can together explain the performance of the firm through the development of specific strategic skills each of the two enable.
Original languageEnglish
Title of host publicationAcademy of Marketing (AM) 2015 Conference Proceedings
Place of PublicationLimerick, Ireland
Number of pages10
Publication statusAccepted/In press - 27 Mar 2015
Event48th Academy of Marketing Conference - University of Limerick, Limerick, Ireland
Duration: 7 Jul 20159 Jul 2015

Conference

Conference48th Academy of Marketing Conference
CountryIreland
CityLimerick
Period7/07/159/07/15

Keywords

  • organisational performance
  • entrepreneurial orientation
  • marketing

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