The Effects of Entrepreneurial and Customer Orientations on Performance: The Mediating Role of Radical Product Innovation

This paper synthesizes the literature on marketing and entrepreneurship and investigates the relationships among entrepreneurial orientation, customer orientation, radical product innovation, and performance. It postulates the combination of the driving nature of entrepreneurial orientation and the driven characteristic of customer orientation to be total market orientation and it explores their indirect relationships with business performance. The author also presents a conceptual model together with the proposed relationships among the aforementioned constructs. Discussion and directions for future research are provided at the end.