The Domain of Marketing Definition Entrepreneurial Proclivity or Market Orientation?

The recent literature suggestes a potential tension market orientation between and entrepreneurial proclivity in achieving superior business performance . This is unsettling for marketers , because it could mean that being market oriented is detrimental to a firm that is also trying to be entrepreneurial and successful . To examine this unnerving potential , the authors investigate structural influences (both direct and indirect ) of entrepreneurial proclivity and market orientation on business performance . The results indicate that entrepreneurial proclivity has not a positive and direct relationship on market orientation but also an indirect and positive effect on market orientation through the reduction of departmentalization . The results also suggest that entrepreneurial proclivity s performance influence is positive when mediated by market orientation , but negative or nonsignificant when not mediated by market orientation .