Discovering differences in the relationship among social entrepreneurial orientation, extensions to market orientation and value co-creation – The moderating role of social entrepreneurial self-efficacy

Abstract

Drawing on an integrated framework of social entrepreneurial orientation theory, this study develops and examines a mediated-moderation model of the mutual relationships among critical attributes of social entrepreneurial orientation (SEO) and tests the buffering role of social entrepreneurial self-efficacy in the market and value co-creation processes. In a sample of 386 cultural and creative firms’ managers, with a discussion of the mutual relationships of SEO, the results show that having a social mission orientation may influence proactiveness through innovativeness and an effectual and sustainability orientation and that risk management may strengthen the relationships between sustainability orientation and proactiveness. Moreover, the findings suggest a positive relationship between proactiveness and value co-creation mediated by market orientation. Those mutual positive effects are also influenced by the buffering mechanism of high social entrepreneurial self-efficacy.