Reassessment of the Entrepreneurship Orientation and Marketing Performance: the Emerging Role of Market Sensing Capability

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ABSTRACT

This research aims at developing a model and investigating the effect of entrepreneurship orientation which is mediated by the roles of market sensing capability, creative product development, and knowledge creation capacity on the improvement of marketing performance. This research arises from a controversy of the previous researches on the effect of entrepreneurship orientation towards business performance where many researchers claim to have found positive effects, while some others find no influence. Innovation is always associated with a company’s capability in developing the products and services; however, the company must be painstaking to the risk of failure of the innovation done if the new products and services are not in accordance with the market expectations. The company must be able to identify its customers properly and the existing competitors by becoming a market-oriented company through the mastery of market sensing and customer-linking capabilities. The data collection was done with survey through structured questionnaires with a ten-point of Likert scale. The questionnaires were submitted from 150 respondents of SMEs’ owners or managers in Yogyakarta and Solo. The data were then analyzed with Structural Equation Model (SEM).

KEYWORDS

entrepreneurship orientation, market sensing capability, product development, knowledge creation, marketing performance

Cite this paper

Agusdin, Fitri Wulandari, Lalu Edy Herman. (2019) Reassessment of the Entrepreneurship Orientation and Marketing Performance: the Emerging Role of Market Sensing Capability. International Journal of Economics and Management Systems, 4, 281-297