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

journal contribution
posted on 2023-05-18, 10:25 authored by Ahmadi, H, O'Cass, A
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.

History

Publication title

Journal of Strategic Marketing

Volume

24

Pagination

47-60

ISSN

0965-254X

Department/School

TSBE

Publisher

Routledge

Place of publication

United Kingdom

Rights statement

Copyright 2015 Taylor & Francis

Repository Status

  • Restricted

Socio-economic Objectives

Marketing

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    University Of Tasmania

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