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This study examined the entrepreneurial orientation (EO) of 599 independent businesspeople and compared those with high, medium and low EO along a series of distinctive marketing competency and organizational performance measures. EO is measured using a new multi-item scale that is based on an integrative definition of entrepreneurship. Results indicate that EO is positively and significantly related to distinctive marketing competencies and organizational performance. Demographic profiles of the high, medium and low EO groups are also developed and provide additional insights.
Smart et al. (Thu,) studied this question.