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The role of entrepreneurial marketing in new technology ventures first product commercialisation


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


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
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
UTAS Author:Ahmadi, H (Dr Hormoz Ahmadi)
UTAS Author:O'Cass, A (Professor Aron O'Cass)
ID Code:100804
Year Published:2016 (online first 2015)
Web of Science® Times Cited:25
Deposited By:TSBE
Deposited On:2015-05-29
Last Modified:2017-11-28

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