Market orientation and entrepreneurial success: mediating roleudof entrepreneurial learning intensity

摘要

We addressed three research questions in this study: (1) What is the effect of market orientation on entrepreneurialudsuccess? (2) What is the relationship between market orientation and entrepreneurial learning intensity?; and (3) Toudwhat extent could entrepreneurial learning intensity enhance the relationship of market orientation – entrepreneurialudsuccess? Drawing on marketing and learning literature, we proposed that market orientation and entrepreneurial learningudintensity infl uence entrepreneurial success. Based on resource-advantage theory, we believed that market orientation andudentrepreneurial learning intensity are complementary resources in enhancing the capability of fi rms to gain competitiveudadvantage. Through a simple mediation analysis, we posited that market orientation positively impact entrepreneurialudsuccess through entrepreneurial learning intensity. Based on data collected, by using questionnaire survey involvingud125 owners of established small and medium-sized service enterprises around Malaysia, fi ndings confi rmed that marketudorientation, entrepreneurial learning intensity and entrepreneurial success are signifi cantly related. Entrepreneurialudlearning intensity partially mediated the relationship between market orientation and entrepreneurial success. Lastly,uddiscussion and implications of the research fi ndings are provided in understanding the scenario of entrepreneurial successudof small and medium-sized service enterprises in Malaysia.