Abstract
Many studies have investigated the effect of marketing orientation (MO) on firm performance generally from a financial performance perspective. But the effect of MO on innovation performance is not studied deeply. Also, it is understood from the literature that MO and entrepreneurial strategic posture (ESP) of a company are closely related terms and these two concepts are studied together in different studies. We treated ESP as a firm’s strategic tendency to take entrepreneurial activities. This concept is similar to entrepreneurial orientation, corporate entrepreneurship, entrepreneurial proclivity and entrepreneurial strategy making concepts in the literature. In this study, the mediating effect of ESP on MO dimensions (customer orientation, competitor orientation and inter functional coordination) and innovation performance relationships are studied. The survey of this study applied to 698 managerial positions of 238 manufacturing companies. Data analyses were conducted with SPPS program with firm level data. Analyses results indicated that MO has a significant direct effect on ESP and innovation performance. Also, ESP has a mediating effect on the sub dimensions of MO and innovation performance relationships.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
