Marketing Strategy Selection: Impact of Entrepreneurial Orientation and Environmental Perceptions

The focus of this conceptual inquiry is the effect that entrepreneurial orientation and environmental uncertainty has on marketing strategy formulation and, in turn, on performance of the firm. Attention is given to a decision maker’s underlying business posture (i.e., entrepreneurial orientation) and perception of environmental uncertainty. It is suggested that these will interact to affect strategic choice and, in turn, depending upon the coalignment of marketing strategy with entrepreneurial orientation and environmental conditions, impact the level of performance observed.