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The Effect of Entrepreneur Orientation and Marketing Ambidexterity toward Business Performance

Year: 2024

Type: conference-paper

Abstract: Existing research on entrepreneurial orientation has shown how entrepreneurial orientation an improve businessperformanc. However, the result obtained do not provide inconsistent result. This sudy develops a conceptualmodelto eximine the role fof marketing ambidexterity as mediating the relationship between entrepreneurship orientationand business performane.this study involved 180 SMEs taken using purposive sampling technique and the data wereanalyzed using SEM-PLS 4.0. the result showed that entrepreneurship orientation failed to affect businessperformance directly. However, marketing ambidexterity successfully mediates the relationship betweenentrepreneurship orientation dan business performance.

Source: Bengkulu International Conference on Economics Management Business and Accounting (BICEMBA)

DOI: 10.33369/bicemba.2.2024.21

Authors: Alya Nisa Ramadani, Sulis Riptiono, Sigit Wibawanto

Language: English

Topic: Entrepreneurship Studies and Influences

Subfield: Management of Technology and Innovation

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: hybrid

OpenAlex ID: W4408298515

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