Entrepreneur proactiveness and customer value: the moderating role of innovation and market orientation
by Shahbaz Shabbir, Khursheed Ahmed, Hans Ruediger Kaufmann, Ehsan Malik
World Review of Entrepreneurship, Management and Sustainable Development (WREMSD), Vol. 6, No. 3, 2010

Abstract: The purpose of this paper is to investigate the direct and indirect impact of entrepreneur proactiveness on customer value through innovation and market orientation. The paper also aims to investigate the differences in perception of entrepreneur and customer experiences regarding the delivery of customer value. Two samples were developed, one for firm entrepreneur (n = 60) and the other for firm customer (n = 60). Data for entrepreneur proactiveness, innovation and market orientation were collected from entrepreneurs. While data for customer value were collected from both entrepreneurs and customers. The results indicate that entrepreneur proactiveness is significantly and positively related to customer value. It is also clear from the results that innovation and market orientation mediate the relationship between entrepreneur proactiveness and customer value. No significant difference was found in the perception of entrepreneur and customer experiences regarding the delivery of customer value. Small sample size and limited geographical area are the main limitations of this study. Entrepreneurs may use the customer perspective as a guideline for resource utilisation.

Online publication date: Fri, 05-Nov-2010

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the World Review of Entrepreneurship, Management and Sustainable Development (WREMSD):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com