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The role of entrepreneurial marketing in new technology ventures first product commercialisation
Citation
Ahmadi, H and O'Cass, A, The role of entrepreneurial marketing in new technology ventures first product commercialisation, Journal of Strategic Marketing, 24, (1) pp. 47-60. ISSN 0965-254X (2016) [Refereed Article]
Copyright Statement
Copyright 2015 Taylor & Francis
DOI: doi:10.1080/0965254X.2015.1035039
Abstract
This paper sheds light on the importance of entrepreneurialmarketing (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 IndianNTVs 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.
Item Details
Item Type: | Refereed Article |
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Keywords: | first product commercialisation; market orientation; entrepreneurial, orientation; exploratory innovation; exploitative innovation |
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Marketing |
Research Field: | Marketing Management (incl. Strategy and Customer Relations) |
Objective Division: | Economic Framework |
Objective Group: | Management and Productivity |
Objective Field: | Marketing |
Author: | Ahmadi, H (Dr Hormoz Ahmadi) |
Author: | O'Cass, A (Professor Aron O'Cass) |
ID Code: | 100804 |
Year Published: | 2016 (online first 2015) |
Web of Science® Times Cited: | 1 |
Deposited By: | Tasmanian School of Business and Economics |
Deposited On: | 2015-05-29 |
Last Modified: | 2017-11-28 |
Downloads: | 0 |
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