000			01979nam a22002657a 4500
003			ZW-GwMSU
005			20210513112929.0
008			210513b |||||||| |||| 00| 0 eng d
022			_a0965-254X
040			_aMSU _cMSU _erda
100	1		_aThoumrungroje, Amonrat _eauthor
245	1	4	_aThe contingent role of customer orientation and entrepreneurial orientation on product innovation and performance/ _cAmonrat Thoumrungroje
264			_aAbingdon: _bRoutledge Taylor and Francis, _c2013.
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of strategic marketing _vVolume 21 , number 2,
520			_aThis paper synthesizes marketing and entrepreneurship literature and postulates the complementary nature of a customer orientation with that of an entrepreneurial orientation, then explores their relationships with product innovation and performance. A path analysis was used to test the hypotheses based on data collected from a sample of 159 strategic business units in 15 different industries. The results show that an entrepreneurial orientation does not have a relationship with product innovation unless it is coupled with the complementary effect of a customer orientation. This study also indicates that product innovation mediates this complementary effect on new product and firm performance. In addition, a customer orientation is found to exert a direct positive effect on both new product and firm performances. Although most hypotheses were supported, two out of five were not. As such, the findings present valuable practical insights as well as interesting contributions to the theoretical advancements in marketing and entrepreneurship.
650	4		_aCustomer orientation
650	4		_aEntrepreneurial orientation
650	4		_aProduct innovation
700	1		_aRacela, Olimpia _eauthor
856			_uhttps://doi.org/10.1080/0965254X.2012.742129
942			_2lcc _cJA
999			_c157186 _d157186