Browsing 2 Faculties by Author "Racela, Olimpia C."
The Contingent Role of Customer Orientation and Entrepreneurial Orientation on Product Innovation and Performance Amonrat Thoumrungroje; Racela, Olimpia C. (2013)
This paper synthesizes marketing and entrepreneurship literature and postulates the complementary nature of a customer orientation with that of an entrepreneurial orientation, then explores their relationships with product innovation and performance. A path analysis was used to test the hypotheses based on data collected from a sample of 159 strategic business units in 15 different industries. The results show that an entrepreneurial orientation does not have a relationship with product innovation unless it is coupled with the complementary effect ...
Racela, Olimpia C.; Amonrat Thoumrungroje (2012)