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Entrepreneurial Orientation’s effect on marketing strategies and success: implications for US firms entering Cuba

Author

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  • Graham White

    (Universitat de Valencia)

  • Natalia Vila

    (University of Valencia)

Abstract

Entering a newly liberalized market is a great challenge for companies as the environment is new and untested. On one side, to have success in these markets, firms must have a plan of action before resources are committed. Entrepreneurial orientation (EO) is associated with the successful exploration of resources and the creation of new niches as the Resource Theory supports. On another side, a natural bond between EO and marketing is found in the Value Creation Theory. So, to maximize firm success in newly liberalized markets (such as Cuba), firms must be able to objectively gauge their own entrepreneurial orientation adopting a marketing approach. Within this framework, the present paper will attempt to effectively measure the entrepreneurial orientation of US firms that have an interest in entering the Cuban market. A final sample of 81 US firms was obtained. The sample was then split into two groups (high and low entrepreneurial orientation) and compared regarding their marketing strategies (H1) and their levels of success (H2). Our results confirmed both hypotheses.

Suggested Citation

  • Graham White & Natalia Vila, 0. "Entrepreneurial Orientation’s effect on marketing strategies and success: implications for US firms entering Cuba," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-23.
    • Handle: RePEc:spr:intemj:v::y::i::d:10.1007_s11365-016-0407-6
    DOI: 10.1007/s11365-016-0407-6
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    References listed on IDEAS

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    More about this item

    Keywords

    Entrepreneurial orientation; Innovativeness; Proactiveness; Risk taking; Newly liberalized market; Marketer strategy; Firm success;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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