Entrepreneurial orientation and market orientation as drivers of product innovation success: A study of exporters from a developing economy
基于164家加纳出口商的数据，研究发现出口创业导向和市场导向行为都能推动产品创新成功，且两者在动态市场中效果更强。
This paper explores how two specific market-based resources, export entrepreneurial-oriented and export market-oriented behaviours, act to drive the performance of firms’ product innovations in their export markets. Drawing upon data from 164 Ghanaian exporters, the results indicate that both export entrepreneurial-oriented behaviour and export market-oriented behaviour drive export product innovation success. Entrepreneurial-oriented behaviour is more likely to be a driver of product innovation success when market-oriented behaviour is strong. This joint effect is more substantial when market dynamism is strong Individually, entrepreneurial-oriented and market-oriented behaviours are more likely to be related to export product innovation success when market dynamism is high. The theoretical and practical implications are discussed.