This chapter provides a theoretical evaluation of entrepreneurial orientation (EO) to demonstrate some of its current shortcomings for being a construct to categorize entrepreneurial firms. To do this, we explore all the facets of how a firm can be entrepreneurial and the nuances of how firms can differ in their entrepreneurial approach, which EO currently does not capture. We argue that while EO’s rise in popularity stems from its simplicity, this simplicity has provided it with longevity challenges to keep up with evolving entrepreneurial behaviors within firms. We note these issues in hopes to extend the life of EO, and we provide future recommendations on how to put EO on that path.
Cowden, B. and Tang, J. (2021), "Enhancing Entrepreneurial Orientation Research: From Theorizing to Measuring", Corbett, A.C., Kreiser, P.M., Marino, L.D. and Wales, W.J. (Ed.) Entrepreneurial Orientation:
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