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 language | English (US) |
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Pages (from-to) | 295-311 |
Number of pages | 17 |
Journal | Marketing Letters |
Volume | 20 |
Issue number | 3 |
DOIs | |
State | Published - 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