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
AuthorsAhmadi, Hormoz and O'Cass, Aron
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.

Keywordsfirst product commercialisation; market orientation; entrepreneurial orientation; exploratory innovation; exploitative innovation
Year2016
JournalJournal of Strategic Marketing
Journal citation24 (1), pp. 47 - 60
ISSN0965-254X
Digital Object Identifier (DOI)https://doi.org/10.1080/0965254X.2015.1035039
Scopus EID2-s2.0-84928599767
Page range47 - 60
Research GroupPeter Faber Business School
Publisher's version
File Access Level
Controlled
Place of publicationUnited Kingdom
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