MARKET ORIENTATION, ENTREPRENEURIAL ORIENTATION, INNOVATION SUCCESS, DAN PROFITABILITAS USAHA KECIL DAN MENENGAH
ABSTRACT: This study examined
the effect of market orientation, entrepreneurial orientation and innovation
success on profitability in small business . Theoretically, market orientation
and entrepreneurial orientation are corre-lated, but distinct construct. Market
orientation reflects the degree to which firms’ strategic market planning is driven
by customer and competitor intelligence. Entre-preneurial orientation reflects
the degree to which firms’ growth objectives are driven by the identification
and exploitation of untapped market opportunities. Data was processed with
Structural Equation Modeling us-ing
AMOS program. The results showed
that market orientation proved to have
significant impact on prof-itability. Entrepreneurial orientation has an
indirect ef-fect on profitability mediated by innovation success. The results
suggest, at least in small firms, entrepre-neurial orientation complements
market orientation by instilling an opportunistic culture that impacts the
qual-ity and quantity firms’ innovation.
Keywords: market orientation,
entrepreneurial orienta-tion, innovation success, profitability
Penulis: Maria Pampa
Kumalaningrum
Kode Jurnal: jpmanajemendd120317
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