The dark side of the entrepreneurial orientation and market orientation interplay: A new product development perspective
研究了创业导向与市场导向的互动对新产品开发绩效的负面影响，发现同时采用两者会降低绩效，但高市场导向可减少消费者学习并促进激进新产品的采用。
This article examines the dark side of the entrepreneurial orientation–market orientation interplay, and introduces consumer learning to the research stream. In a sample of 206 mid-sized manufacturing firms, the study shows that entrepreneurial orientation has a positive impact on new product development performance, but the effects are reduced when firms simultaneously implement a market orientation philosophy. While having both an entrepreneurial orientation and market orientation philosophy may hinder new product development performance, the article examines how a high market orientation may help reduce consumer learning and enhance the adoption of radical new products.