Entrepreneurial Market Orientation: Assessing the Roles of Self-Efficacy, Effectuation and Causation Logics
![Thumbnail](/themes/Mirage2/images/white_rectangle.jpeg)
File Type:
PDFItem Type:
Journal articleDate:
2019Access:
openAccessCitation:
Olav Andreas Kvitastein, Jarle Aarstad, 'Entrepreneurial Market Orientation: Assessing the Roles of Self-Efficacy, Effectuation and Causation Logics', Senate Hall, 2019, International Review of Entrepreneurship, 449-462Download Item:
Abstract:
Knowledge about entrepreneurs' market orientation is crucial as it induces behaviour for the creation of superior value for buyers. In this paper, we examine if self-efficacy, a belief that a person can achieve challenges, is a driver of entrepreneurs' market orientation. We also examine if effectuation and causation logics mediate the association. An effectuation logic implies that an entrepreneur focuses on means at hand, which she or he aims to materialise into one or more goals that were not necessarily predefined. A causation logic implies that an entrepreneur focuses on a predefined goal and then aims to find the means to reach it. Using survey data from Norwegian entrepreneurs, we show that both an effectuation and a causation logic partly mediate the relationship between self-efficacy and entrepreneurial market orientation. Our analysis furthermore reveals that entrepreneurial experience and motivation (necessity vs opportunity entrepreneurship) have indirect effects on market orientation through self-efficacy.
Author: Andreas Kvitastein, Olav; Aarstad, Jarle
Publisher:
Senate HallType of material:
Journal articleCollections
Series/Report no:
International Review of EntrepreneurshipAvailability:
Full text availableISSN:
2009-2822Metadata
Show full item recordLicences: