The relationship between entrepreneurship orientation, marketing strategies and market performance

• Main Authors: Kun-Chung Li, 李坤鐘
• Other Authors: Yung-Ching Ho
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/37251437372895050362

碩士 === 國立中正大學 === 企業管理研究所 === 89 === The major purposes of this empirical study are to determine the nature of the entrepreneurial orientation (EO) of small and medium-sized enterprises (SME) in Taiwan, and its relationship with marketing strategy and marketing performance. Five dimensions of the EO are refined as innovativeness, autonomy, risk taking, competitive aggressiveness and proactiveness. And two factors are found in marketing strategy: sale orientation and product orientation. The study offers empirical findings and conclusions on the critical roles of EO and marketing strategy to assist SME managers.