publication . Article . 2018

The mediating effect of proactive market orientation capability in entrepreneurial orientation and service innovation

CANTALEANO, KAREN RAPHAELE; RODRIGUES, GRAZIELA PERRETTO; MARTINS, TOMAS SPARANO;
Open Access Spanish
  • Published: 05 Apr 2018 Journal: RAM. Revista de Administração Mackenzie (issn: 1678-6971, eissn: 1678-6971, Copyright policy)
  • Publisher: Universidade Presbiteriana Mackenzie
Abstract
ABSTRACT Purpose: The purpose of this article is to verify the mediating effect of a proactive market orientation capability in the relationship between entrepreneurial orientation (EO) and service innovation in micro and small companies in the food-away from home sector. We analyzed the mediating effect of a marketing capability (proactive market capability) because, according to Morgan et al. (2009), a capability is an ability developed from a strategic orientation, and capabilities and orientations together contribute to organizational performance. Originality/Value: The article verifies the mediating effect of a specific marketing capability, the proactive...
Subjects
free text keywords: micro and small business, HF5001-6182, Business, entrepreneurial orientation, marketing capability, Social Sciences, H, service innovation, HF1-6182, Commerce, proactive market orientation capability
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publication . Article . 2018

The mediating effect of proactive market orientation capability in entrepreneurial orientation and service innovation

CANTALEANO, KAREN RAPHAELE; RODRIGUES, GRAZIELA PERRETTO; MARTINS, TOMAS SPARANO;