The Developing Framework On The Relationship Between Market Orientation And Entrepreneurial Orientation To The Firm Performance Through Strategic Flexibility: A Literature Perspective

Abstract

This paper develops a conceptual framework for an intended study which will examine the relationship between market orientation and entrepreneurial orientation on the firm performance. Previous study has shown that market orientation and entrepreneurial orientation is directly related to organizational performance. However, another studies indicate that the significance of the relationship between variables must be mediated by other variables. Some authors argue that environmental dynamics play a important role in the achievement of the firm performance. Therefore, this article try to fills a gap that exists on the relationship between market orientation and entrepreneurial orientation on the firm performance. In developing framework, we integrate strategic flexibility as a variables which mediates that relationship. This paper provide recommendations for entrepreneurs of how their market orientation and entrepreneurial orientation related with firm performance through strategic flexibility. The limitations and implications are discussed.

Keywords: Market Orientation, Entrepreneurial Orientation, Strategic Flexibility, Firm Performance