Title: Strategic orientation and new venture performance in the hospitality industry

Authors: María-del-Carmen Alarcón-del-Amo; Jorge Eduardo Gómez; Joan Llonch; Josep Rialp

Addresses: Business Economics Department, Universitat Autònoma de Barcelona, Facultat d'Economia i Empresa, 08193 Bellaterra, Barcelona, Spain ' Administration and Marketing Department, Tecnológico de Monterrey, Av. Gral. Ramón Corona 2514, Col. Nuevo México, 45201 Zapopan, Jalisco, México ' Business Economics Department, Universitat Autònoma de Barcelona, Facultat d'Economia i Empresa, 08193 Bellaterra, Barcelona, Spain ' Business Economics Department, Universitat Autònoma de Barcelona, Facultat d'Economia i Empresa, 08193 Bellaterra, Barcelona, Spain

Abstract: Despite the important role of new ventures in any developed market, and the economic significance of the hospitality industry, the influence of key strategic orientation on new venture performance has not been previously researched. This study develops and tests a model where market orientation (MO) is an antecedent of entrepreneurial orientation (EO), EO is critical to innovation success (IS), and MO and IS are important drivers of new venture performance. Moreover, our results suggest that with respect to new ventures, learning orientation does not moderate the relationship between strategic orientation and performance outcomes.

Keywords: market orientation; entrepreneurial orientation; innovation success; learning orientation; business performance; new ventures; hospitality industry; strategic orientation; performance outcomes; entrepreneurship.

DOI: 10.1504/IJBE.2014.063771

International Journal of Business Environment, 2014 Vol.6 No.3, pp.266 - 283

Received: 05 Feb 2013
Accepted: 04 Jun 2013

Published online: 21 Jul 2014 *

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