The dark side of the entrepreneurial orientation and market orientation interplay

A new product development perspective

Todd Morgan, Sergey Anokhin, Andrey Kretinin, Johan Frishammar

Research output: Contribution to journalArticle

26 Citations (Scopus)

Abstract

This article examines the dark side of the entrepreneurial orientation–market orientation interplay, and introduces consumer learning to the research stream. In a sample of 206 mid-sized manufacturing firms, the study shows that entrepreneurial orientation has a positive impact on new product development performance, but the effects are reduced when firms simultaneously implement a market orientation philosophy. While having both an entrepreneurial orientation and market orientation philosophy may hinder new product development performance, the article examines how a high market orientation may help reduce consumer learning and enhance the adoption of radical new products.

Original languageEnglish
Pages (from-to)731-751
Number of pages21
JournalInternational Small Business Journal: Researching Entrepreneurship
Volume33
Issue number7
DOIs
Publication statusPublished - 24 Nov 2015
Externally publishedYes

Fingerprint

New product development
Market orientation
Entrepreneurial orientation
Consumer learning
Manufacturing firms
New products

Keywords

  • entrepreneurial orientation
  • innovativeness
  • market orientation
  • new product development
  • strategic orientation

ASJC Scopus subject areas

  • Business and International Management

Cite this

The dark side of the entrepreneurial orientation and market orientation interplay : A new product development perspective. / Morgan, Todd; Anokhin, Sergey; Kretinin, Andrey; Frishammar, Johan.

In: International Small Business Journal: Researching Entrepreneurship, Vol. 33, No. 7, 24.11.2015, p. 731-751.

Research output: Contribution to journalArticle

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