To read the full version of this content please select one of the options below:

Proactive entrepreneurial behaviour, market orientation, and innovation outcomes: A study of small- and medium-sized manufacturing firms in the UK

Gordon Liu (School of Management, University of Bath, Bath, UK)
Wai Wai Joyce Ko (Southampton Business School, University of Southampton, Southampton, UK)
Isaac Ngugi (The Business School, Bournemouth University, Poole, UK)
Sachiko Takeda (The Business School, Bournemouth University, Poole, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 14 November 2017

1526

Abstract

Purpose

Drawing from resource-based theory, the authors aim to study how and under what conditions small- and medium-sized enterprises (SMEs) capitalise on their proactive entrepreneurial behaviour (PEB) to achieve new product development (NPD) performance.

Design/methodology/approach

The authors’ data were drawn from a cross-sectional questionnaire survey of 401 UK-based SMEs in the manufacturing sector.

Findings

The authors identify an upward curvilinear relationship between PEB and NPD performance. Taking a step further, the authors propose and confirm that this curvilinear association arises from, in part, SMEs’ innovation capability, which in turn translates into NPD performance. The authors also find that this upward curvilinear relationship between PEB and innovation capability flips to a downward curvilinear relationship when firms pursue a customer and competitor orientation.

Originality/value

This paper looks beyond the linear relationship that exists among entrepreneurial behaviour, market orientation and innovation outcomes.

Keywords

Citation

Liu, G., Ko, W.W.J., Ngugi, I. and Takeda, S. (2017), "Proactive entrepreneurial behaviour, market orientation, and innovation outcomes: A study of small- and medium-sized manufacturing firms in the UK", European Journal of Marketing, Vol. 51 No. 11/12, pp. 1980-2001. https://doi.org/10.1108/EJM-11-2016-0663

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

Related articles