Exploring the Effects of Strategic Orientation Combinations: The Moderating Role of Industry Context
Document Type
Conference Proceeding
Publication Date
Spring 2025
Abstract
Prior studies have explored the effect of market orientation and entrepreneurial orientation on firm performance separately. However, when making strategic decisions, firms often integrate marketing activities and entrepreneurial initiatives, which indicate various combinations of strategic orientation. This study employs an integrated perspective to examine the impact of various market and entrepreneurial orientation combinations on firm performance. In addition, it argues that the impact of strategic orientation on firm performance is contingent upon industry context. Using a sample of 182 manufacturing firms listed on the S&P 500, this study explores the joint effects of strategic orientation combinations (i.e., market orientation, entrepreneurial orientation, market/entrepreneurial orientation, and conservative orientation) and industry contexts (i.e., complexity, dynamism, and munificence) on firm performance. The findings of this study provide theoretical insights to researchers and practical implications to decision makers.
Recommended Citation
Elayyan, M., Li, Z., Johansen, D., Sockbeson, C., and Shaw, J. (2025). Exploring the effects of strategic orientation combinations: The moderating role of industry context. 2025 Association of Marketing Theory and Practice Proceedings, 45. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2025/45
Included in
Entrepreneurial and Small Business Operations Commons, Marketing Commons, Strategic Management Policy Commons
