Market Orientation and Entrepreneurial Success: Mediating Role of Entrepreneurial Learning Intensity

Noor Hasni Juhdi, Tih Sio Hong, Nurita Juhdi

Abstract


ABSTRACT

We addressed three research questions in this study: (1) What is the effect of market orientation on entrepreneurial success? (2) What is the relationship between market orientation and entrepreneurial learning intensity?; and (3) To what extent could entrepreneurial learning intensity enhance the relationship of market orientation– entrepreneurial success? Drawing on marketing and learning literature, we proposed that market orientation and entrepreneurial learning intensity influence entrepreneurial success. Based on resource-advantage theory, we believed that market orientation and entrepreneurial learning intensity are complementary resources in enhancing the capability of firms to gain competitive advantage. Through a simple mediation analysis, we posited that market orientation positively impact entrepreneurial success through entrepreneurial learning intensity. Based on data collected, by using questionnaire survey involving 125 owners of established small and medium-sized service enterprises around Malaysia, findings confirmed that market orientation, entrepreneurial learning intensity and entrepreneurial success are significantly related. Entrepreneurial learning intensity partially mediated the relationship between market orientation and entrepreneurial success. Lastly, discussion and implications of the research findings are provided in understanding the scenario of entrepreneurial success of small and medium-sized service enterprises in Malaysia.

Keywords: Market orientation; entrepreneurial learning intensity; entrepreneurial success; resource-advantage theory; small and medium-sized service enterprises

ABSTRAK

Kami menangani tiga persoalan dalam kajian ini: (1) Apa kesan orientasi pasaran ke atas kejayaan keusahawanan? (2) Apakah hubungan di antara orientasi pasaran dan intensiti pembelajaran keusahawanan?; dan (3) Sejauh manakah intensiti pembelajaran keusahawanan mempengaruhi hubungan orientasi pasaran – kejayaan keusahawanan? Berdasarkan kepada literatur pemasaran dan pembelajaran, kami mencadangkan bahawa bukan sahaja orientasi pasaran tetapi juga pembelajaran keusahawanan mempengaruhi kejayaan keusahawanan. Juga berdasarkan teori sumber-kelebihan, kami percaya bahawa orientasi pasaran dan intensiti pembelajaran keusahawanan adalah sumber-sumber yang saling melengkapi dalam meningkatkan keupayaan firma untuk menningkatkan kelebihan daya saing. Melalui analisis pengantaraan, kami mengandaikan bahawa orientasi pasaran mempunyai impak positif ke atas kejayaan keusahawanan melalui intensiti pembelajaran keusahawanan. Berdasarkan data yang dikumpul melalui borang soal selidik yang melibatkan 125 pemilik tegar perusahaan perkhidmatan kecil dan sederhana di seluruh Malaysia, dapatan kajian mengesahkan bahawa orientasi pasaran, intensiti pembelajaran keusahawanan dan kejayaan keusahawanan adalah berkaitan secara signifikan. Intensiti pembelajaran keusahawanan mengukuhkan sebahagian dari hubungan orientasi pasaran – kejayaan keusahawanan. Akhir sekali, perbincangan dan implikasi dapatan kajian dihuraikan supaya senario kejayaan usahawan perusahaan perkhidmatan kecil dan sederhana di Malaysia lebih difahami.

Kata kunci: Orientasi pasaran; intensiti pembelajaran keusahawanan; kejayaan keusahawanan; teori sumber-kelebihan; perusahaan perkhidmatan kecil dan sederhana


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