Purpose

The purpose of this study is to examine how the adaptive nature of market orientation (MO) and the risk-taking nature of entrepreneurial orientation (EO) might be integrated for a complementary and reinforcing synergetic effect on firm performance within transitional economies.

Design/methodology/approach

The paper suggests links between the EO and MO concepts and develops propositions informed by prior research and reasonable assumptions. The propositions aim to spur future research to uncover further evidence that validates the testable hypothesis.

Findings

In particular, the study calls for investigating the interaction effect of EO with MO on new product entry, market intelligence collection and processing competence. In addition, the study proposes research studies on whether EO’s interaction effect with MO will tend to mitigate risk in the development of breakthrough innovation and whether the interacting strategic orientations are creating a synergetic effect towards firm performance. Finally, the study recommends that research models should be tested and understood in consideration of conditions and circumstances from varying contexts, such as the small and medium enterprise sector within transitional economies and the media industry.

Originality/value

Whilst the performance implications of EO and MO, when modelled separately, have been extensively studied in developed and diversified market economies, studies are in the early stages of investigating the joint effect of EO and MO on firm performance, especially within transitional economies.

中文翻译：

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转型经济体中企业家和市场导向对中小企业绩效的交互作用

目的

本研究的目的是研究如何将市场导向 (MO) 的适应性和创业导向 (EO) 的冒险性质结合起来，以对转型经济体内的公司绩效产生互补和强化的协同效应。

设计/方法/方法

该论文提出了 EO 和 MO 概念之间的联系，并根据先前的研究和合理的假设提出了命题。这些命题旨在刺激未来的研究，以发现进一步的证据来验证可检验的假设。

发现

特别是，该研究呼吁调查 EO 与 MO 对新产品进入、市场情报收集和处理能力的相互作用影响。此外，该研究还提出了关于 EO 与 MO 的相互作用是否会降低突破性创新发展中的风险以及相互作用的战略方向是否对公司绩效产生协同效应的研究。最后，该研究建议应在考虑来自不同背景的条件和情况下测试和理解研究模型，例如转型经济体中的中小企业部门和媒体行业。

原创性/价值

虽然单独建模时 EO 和 MO 的绩效影响已在发达和多元化的市场经济体中得到广泛研究，但研究仍处于调查 EO 和 MO 对公司绩效的联合影响的早期阶段，尤其是在转型经济体中。