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

30 Citations (Scopus)


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
Issue number7
Publication statusPublished - 24 Nov 2015
Externally publishedYes



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

ASJC Scopus subject areas

  • Business and International Management

Cite this