Role of Market Orientation in Mediating Effect of Entrepreneur Orientation on Competitive Advantag


Authors : Laura Amelia Triani, Dr. Yulia Hendri Yeni

Volume/Issue : Volume 4 - 2019, Issue 7 - July

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://bit.ly/2SR8Yk6

Abstract : The aim of this study is finding the implementation of strategic orientation on Small Medium Enterprise in West Sumatera, a province of Indonesia. There are two parameter focus on strategic orientation, they are market orientation and entrepreneur orientation. The focus on this study is analyzing those effects on competitive advantage of SME in culinary industry. Also, the role of market orientation as mediator of entrepreneur orientation on their competitive advantage. There are 165 restaurants on West Sumatera used as the objects of this study which is located spread through the province. Sample of this study include the owner of the restaurants and being gathered through distributing questionnaire directly to them. These data were analyzed by using frequency distribution, validity and reliability test.

Keywords : Market Orientation; Entrpreneurial Orientation; Competitive Advantage; SME Food Industry.

The aim of this study is finding the implementation of strategic orientation on Small Medium Enterprise in West Sumatera, a province of Indonesia. There are two parameter focus on strategic orientation, they are market orientation and entrepreneur orientation. The focus on this study is analyzing those effects on competitive advantage of SME in culinary industry. Also, the role of market orientation as mediator of entrepreneur orientation on their competitive advantage. There are 165 restaurants on West Sumatera used as the objects of this study which is located spread through the province. Sample of this study include the owner of the restaurants and being gathered through distributing questionnaire directly to them. These data were analyzed by using frequency distribution, validity and reliability test.

Keywords : Market Orientation; Entrpreneurial Orientation; Competitive Advantage; SME Food Industry.

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