Market, entrepreneurial, and technology orientations: impact on innovation and firm performance

A Kocak, Alan Carsrud, S Oflazoglu

    Research output: Contribution to journalArticleScientificpeer-review

    82 Citations (Scopus)


    Purpose - The purpose of this paper is to examine the effects of market, technology, and entrepreneurial orientations (EOs) on both innovation and firm performance. It analyzes the mediating effects of incremental and radical innovation within the context of entrepreneurial firms in Turkey, an emerging economy.Design/methodology/approach - This study empirically analyses the impact of strategic orientations on firm performance through innovation with a sample of 818 small and medium enterprises in Turkey. To test the proposed model, LISREL is used.Findings - Proactive market orientation (MO) and technology orientation (TO) lead to radical innovation, while responsive MO strongly affects incremental innovation. EO impacts performance directly and indirectly via both incremental and radical innovation.Practical implications - Finding suggests that senior management of firms, especially in emerging economies should encourage marketing managers to focus on key trends of markets, both existing and emerging. These marketing managers should find and work with lead users to improve radical product development. This means that those managing marketing need to be well schooled in technology, and they should also possess a proactive MO.Originality/value - The present study employs a two-part view of the MO construct (responsive and proactive MO). This conceptualization provides a greater degree of precision in the use of the MO concept which was rarely employed in prior studies. Moreover, this paper views strategic orientations as drivers of innovation and examines how radical and incremental innovation mediate the effects of MO, EO and TO on firm performance. Finally, this is one of the few studies to look at all of these factors simultaneously and to include the two-part view of MO.
    Original languageUndefined/Unknown
    Pages (from-to)248–270
    Number of pages23
    JournalManagement Decision
    Issue number2
    Publication statusPublished - 2017
    MoE publication typeA1 Journal article-refereed


    • Entrepreneurial orientation
    • Firm performance
    • Technology orientation
    • Marketing need
    • Market orientation

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