Entrepreneurial Orientation and Market Orientation

Última actualización: 29/04/2009

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This new approach to the MO, and the development of its resulting measures, requires an effort in order to go deeper into  the “Stakeholders Theory" (Darroch, Miles, Jardine y Cooke, 2004). For instance, Lado, Maydeu and Rivera (1998) endorsed the use of a new MO scale that included, not only the dimensions by Narver and Slater (1990), but also the degree of orientation to distributors and the degree of environmental orientation.

The MO is, therefore, a key issue for the analysis of the enterprises’ capacity to develop new products and for the success of the innovations which have been launched into the market. Empirical researches about this issue point out the fact that MO affects positively to those activities related to the process of development and launching of new products. Nevertheless, there’s still need to include the impact of MO on the different “stakeholders” (Maydeu and Lado, 2003; Álvarez, Berrone, Husillo and Lado, 200?) and the variables that rule this relationship.

The fifth subject of special interest for INNOGROUP analyzes the enterprises’ MO (Market Orientation) and its relationship with EO (Entrepreneurial Orientation). We believe that a wider scope allows extending the MO to all the interest groups directly or indirectly affected by the entrepreneurial results.

In fact, the new definition of Marketing includes in its goals the organization’s profits and the profits of its “stakeholders” or interest groups. To that extent, the MO has to broaden out to all the other market parties, not only clients and competitors.

- Álvarez, M., Berrone, P., Husillos, F., and Lado, N. “Reverse Logistics, Stakeholders’ Influence, Organization Slack, and Managers' Posture." Journal of Business Research 60(5): 463-472 (2007).

-Darroch, J.Miles, M. Jardine, A. & Cooke, E. 2004 The AMA 2004 Definition of Marketing and its Relationship
Empty takeholders' meeting room


to Market Orientation." Journal of Marketing Theory & Practice 12(4): 29-38 (2004).

- Lado, N., Maydeu, A., and Rivera, J. "Measuring market orientation in several populations: A structural equations model." European Journal of Marketing 32 (1/2): 23-39 (1998).

- Maydeu, A., & Lado, N. "Market orientation and economic results in the European insurance industry: A mediational model." The International Journal of Service Industry Management 14 (3): 284-309 (2003).

- Narver, J. C., and Slater, S. F. "The effect of market orientation on business profitability." Journal of Marketing 54(4): 20-35 (1990).