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

Hormoz Ahmadi*, Aron O'Cass

*Corresponding author for this work

Research output: Contribution to journalArticle

15 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)47-60
Number of pages14
JournalJournal of Strategic Marketing
Volume24
Issue number1
DOIs
Publication statusPublished - 2 Jan 2016
Externally publishedYes

Keywords

  • entrepreneurial orientation
  • exploitative innovation
  • exploratory innovation
  • first product commercialisation
  • market orientation

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