The effects of entrepreneurial orientation, market orientation, and marketing subunit influence on firm performance

Omar Merlo, Seigyoung Auh

    Research output: Contribution to journalArticlepeer-review

    73 Scopus citations

    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.

    Original languageEnglish (US)
    Pages (from-to)295-311
    Number of pages17
    JournalMarketing Letters
    Volume20
    Issue number3
    DOIs
    StatePublished - Jun 2009

    Keywords

    • Business performance
    • Entrepreneurial orientation
    • Market orientation
    • Marketing department
    • Marketing influence
    • Marketing organization

    ASJC Scopus subject areas

    • Business and International Management
    • Economics and Econometrics
    • Marketing

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