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Alignment Effect of Entrepreneurial Orientation and Marketing Orientation on Firm Performance

Alignment Effect of Entrepreneurial Orientation and Marketing Orientation on Firm Performance

Yueh-Hua Lee
Copyright: © 2016 |Volume: 7 |Issue: 4 |Pages: 12
ISSN: 1947-9247|EISSN: 1947-9255|EISBN13: 9781466691636|DOI: 10.4018/IJCRMM.2016100104
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MLA

Lee, Yueh-Hua. "Alignment Effect of Entrepreneurial Orientation and Marketing Orientation on Firm Performance." IJCRMM vol.7, no.4 2016: pp.58-69. http://doi.org/10.4018/IJCRMM.2016100104

APA

Lee, Y. (2016). Alignment Effect of Entrepreneurial Orientation and Marketing Orientation on Firm Performance. International Journal of Customer Relationship Marketing and Management (IJCRMM), 7(4), 58-69. http://doi.org/10.4018/IJCRMM.2016100104

Chicago

Lee, Yueh-Hua. "Alignment Effect of Entrepreneurial Orientation and Marketing Orientation on Firm Performance," International Journal of Customer Relationship Marketing and Management (IJCRMM) 7, no.4: 58-69. http://doi.org/10.4018/IJCRMM.2016100104

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Abstract

Previous studies have shown the relevance of corporate entrepreneurial orientation (EO), marketing orientation (MO), and business performance. However, considerable variation exists in the magnitude of the relationship between EO and business performance, and no significant relationship between EO and performance has yet been found. Our central argument is that the benefits of EO depend on firm MO, and the performance of a firm is highest when EO and MO are aligned. This study explored the influence of entrepreneurial–marketing alignments on the performance of small and medium enterprises (SMEs) and determined the variables that are most conducive of the alignment effect on SME growth in the context of the Taiwanese economy. Understanding this relationship is essential for guiding entrepreneurial behavior to improve firm performance.

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