The impact of market and entrepreneurial orientations on innovative marketing processes: The case of a large firm

• Autor(a) principal: Pinto, Frederico Manuel Sotto-Mayor de Carvalho
• Data de Publicação: 2009
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/2066
• topic: Entrepreneurial Orientation; Entrepreneurial Marketing; Innovation; Marketing Processes

Given the uncertainty, turbulence and intense competitiveness that characterizes today's markets, Entrepreneurship and Innovation suggest complementary approaches to Marketing Management that may have positive effects on a firm‟s performance and competitive advantage. Therefore it is necessary to understand the marketing processes that result from the interface between firms‟ Entrepreneurial Orientation and Market Orientation, within the scope of their organizational behaviors. As there is scarce empirical evidence on this subject in literature, this study follows a qualitative approach methodology by using a case study research strategy to explore these phenomena. Taking the example of a large company operating in the Portuguese Information Technology (IT) sector, this case study analyzes its marketing processes and subsequent outcomes in the marketplace, from evidence collected from in-depth interviews with its top management and two of its reference customers. These Marketing processes result from the interface between Entrepreneurial and Market Orientations, and therefore we will try to identify the influence of several factors on this interface. These comprise external market environment circumstances, as well as internal factors resulting from organizational architecture. We can find influencing effects from these factors, and observe that the firm‟s marketing processes leverage on innovation – either organizational, in their business model or of products/services – in order to acquire and maintain favorable positions in the market. This evidence raises new research alternatives and hypotheses for further development and operationalization of the Entrepreneurial Marketing Concept.