Abstract
"Market orientation" is now a crucial idea in the field of entrepreneurship, emphasizing the significance of understanding and responding to market dynamics to achieve business success. Entrepreneurs who possess good "market orientation" can identify customer needs, effectively compete with rivals, and coordinate internal activities to give service of great meaning to clients. In the context of India, a country known for its vibrant entrepreneurial ecosystem and rapidly evolving markets, understanding the precursors of "market orientation" in entrepreneurship becomes particularly pertinent. This study aims to look into the "antecedents of market orientation" among entrepreneurs in India. By exploring the antecedents of market orientation, this research aims to contribute to the existing literature on entrepreneurship and provide insights into the factors that drive entrepreneurs in India to adopt market-oriented strategies. The inferences of this study will help policymakers and aspiring entrepreneurs in understanding the importance of "market orientation” and its potential influence on performance.
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