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Market and entrepreneurial orientation's effect on organisational performance through marketing capabilities

Gounaris, Spiros and Siampos, Anastasios (2015) Market and entrepreneurial orientation's effect on organisational performance through marketing capabilities. In: Academy of Marketing (AM) 2015 Conference Proceedings. Academy of Marketing, Limerick, Ireland. (In Press)

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Organisational orientations play an important role in capabilities development, since they align management’s strategic objectives with operational activities in two ways; they form the way that the members of an organisation process information and react to the environment, but they also create internal environments in which desired behaviours are encouraged and supported (Atuahene-Gima & Ko, 2001). Market orientation (MO) and entrepreneurship orientation (EO) are two important organisational orientations (Tzokas, Carter, & Kyriazopoulos, 2001) that affect the operational competencies of the firm (Miles & Arnold, 1991). The present study seeks to explore how the two, MO and EO, can together explain the performance of the firm through the development of specific strategic skills each of the two enable.