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The Interplay Between Orientations: Entrepreneurial, Technology And Customer Orientations In Software Companies

Author

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  • HENRI HAKALA

    (Department of Management, University of Vaasa, P.O. Box 700, FI-65101 Vaasa, Finland)

  • MARKO KOHTAMÄKI

    (Department of Management, University of Vaasa, P.O. Box 700, FI-65101 Vaasa, Finland)

Abstract

This study examines the interplay between entrepreneurial, technology and customer orientations and company performance using data from 164 software companies. To conduct the analysis, the study applies PLS (partial least squares) modeling to understand the direct and indirect effects of entrepreneurial, customer and technology orientations on the performance of a software company. The results indicate that entrepreneurial and customer orientations directly affect performance, but, in this context, they do not support the view that a technology orientation directly enhances performance. More importantly, results suggest that an entrepreneurial orientation positively affects both customer and technology orientations. It appears that software companies need a capability to serve customers well, but also need to recognize new business opportunities from within their current customer relationships. The results suggest that to achieve high levels of performance, software companies need to balance the elements of entrepreneurial proactiveness and innovation with customer needs.

Suggested Citation

  • Henri Hakala & Marko Kohtamäki, 2010. "The Interplay Between Orientations: Entrepreneurial, Technology And Customer Orientations In Software Companies," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 18(03), pages 265-290.
    • Handle: RePEc:wsi:jecxxx:v:18:y:2010:i:03:n:s0218495810000598
    DOI: 10.1142/S0218495810000598
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    Cited by:

    1. Dev K. Dutta & Vishal K. Gupta & Xiujian Chen, 2016. "A Tale of Three Strategic Orientations: A Moderated-Mediation Framework of the Impact of Entrepreneurial Orientation, Market Orientation, and Learning Orientation on Firm Performance," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 24(03), pages 313-348, September.
    2. Matthews, Russell S. & Chalmers, Dominic M. & Fraser, Simon S., 2018. "The intersection of entrepreneurship and selling: An interdisciplinary review, framework, and future research agenda," Journal of Business Venturing, Elsevier, vol. 33(6), pages 691-719.
    3. Vishal K. Gupta & Gizem Atav & Dev K. Dutta, 2019. "Market orientation research: a qualitative synthesis and future research agenda," Review of Managerial Science, Springer, vol. 13(4), pages 649-670, August.

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