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The Relationship between Marketing Orientation and Entrepreneurial Orientation

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  • Morgan P. Miles
  • Danny R. Arnold

Abstract

Increasing environmental uncertainty has focused greater attention on firms’ overall business orientations, particularly on the marketing orientation and the entrepreneurial orientation. The major purpose of this empirical investigation was to determine whether the marketing orientation and entrepreneurial orientation represent the same or two unique business philosophies.

Suggested Citation

  • Morgan P. Miles & Danny R. Arnold, 1991. "The Relationship between Marketing Orientation and Entrepreneurial Orientation," Entrepreneurship Theory and Practice, , vol. 15(4), pages 49-66, July.
    • Handle: RePEc:sae:entthe:v:15:y:1991:i:4:p:49-66
    DOI: 10.1177/104225879101500407
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    References listed on IDEAS

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