مقاله انگلیسی رایگان در مورد تأثیر جهت گیری کارآفرینی بر استراتژی های بازاریابی و موفقیت – اسپرینگر 2017

A large stream of research has examined the concept of Bentrepreneurial orientation^ as the work of Rauch et al. (2009 p.762) reviews. Entrepreneurial orientation, or EO for short, refers to the entrepreneurial nature of entire companies. This term may be misleading, as it sounds exciting, sophisticated, or even reckless. All firms have an entrepreneurial orientation. Even more, previous literature has demonstrated that companies that exhibit a higher EO will be more successful in both their home markets and abroad (Lonial and Carter 2015). As Lumpkin and Dess (2001) have demonstrated, the different dimensions of entrepreneurial orientation (such as proactiveness and competitive aggressiveness) represent different avenues to entrepreneurial success (Lumpkin and Dess 2001). A deep review of this link between EO and success can be seen in Rauch et al. (2009). Therefore, this measure is critical to know when entering a new market, and more specifically when a firm considers entering a newly liberalized market opening to global competition after a period of isolation. As these environments offer challenges both known, and unknown, every advantageous opportunity must be seized by companies hoping to expand into these countries. Our research relies on three dimensions that represent EO (Lumpkin and Dess 1996; Matsuno et al. 2002): innovativeness, proactiveness, and risk taking. This is because of a growing consensus that this construct reflects these three components (Lonial and Carter 2015). Taking this into account, the purpose of this paper is to explore the relationship between entrepreneurial orientation, a firm’s behaviors, and the firm’s success. Specifically, EO was measured and calculated for companies within the United States that currently conduct business internationally and have an expressed desire to enter the Cuban market. The sample of US firms was then divided into two groups according to their entrepreneurial orientation level (high or low) following previous literature (Miller, 1983; Covin and Slevin 1989). Then, both groups were compared regarding two aspects that constitute the hypotheses for our work: (i) marketing strategies and (ii) success. US firms were chosen for our research because their relevance in understanding EO has been demonstrated for decades (Morris and Paul 1987a). Additionally, the proximity to Cuba lead to past business interactions between the nations (Perez-López 2012), and a perceived opportunity for (and desire of) US business operations in Cuba in the near future (Hingtgen et al. 2015). A deep review about American business advantages and incentives to participate in Cuba’s reform process can be seen in Betancourt (2016).