The role of entrepreneurial marketing in new technology ventures first product commercialisation
Journal article
Ahmadi, Hormoz and O'Cass, Aron. (2016). The role of entrepreneurial marketing in new technology ventures first product commercialisation. Journal of Strategic Marketing. 24(1), pp. 47 - 60. https://doi.org/10.1080/0965254X.2015.1035039
Authors | Ahmadi, Hormoz and O'Cass, Aron |
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Abstract | This paper sheds light on the importance of entrepreneurial marketing (EM) in the context of new technology ventures (NTVs) first product commercialisation. This study explores the role of EM expressed as the degree of complementarity between entrepreneurial orientation (EO) and market orientation (MO) in driving firms’ innovation activities including competence exploration and exploitation in achieving first product performance (FPP). The results of a survey drawn from Indian NTVs identify a significant effect for the complementarity of EO–MO on exploratory and exploitative innovation activities. Furthermore, the findings indicate a positive effect of both exploratory and exploitative activities in enhancing FPP and the contingency role of marketing capabilities (MCs) in enhancing the impact of competence exploration and exploitation in first product commercialisation. |
Keywords | first product commercialisation; market orientation; entrepreneurial orientation; exploratory innovation; exploitative innovation |
Year | 2016 |
Journal | Journal of Strategic Marketing |
Journal citation | 24 (1), pp. 47 - 60 |
ISSN | 0965-254X |
Digital Object Identifier (DOI) | https://doi.org/10.1080/0965254X.2015.1035039 |
Scopus EID | 2-s2.0-84928599767 |
Page range | 47 - 60 |
Research Group | Peter Faber Business School |
Publisher's version | File Access Level Controlled |
Place of publication | United Kingdom |
https://acuresearchbank.acu.edu.au/item/85208/the-role-of-entrepreneurial-marketing-in-new-technology-ventures-first-product-commercialisation
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