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The importance of entrepreneurial orientation on performance is widely recognised, but little is known about the relationships between the individual dimensions of entrepreneurial orientation and firm performance. The present paper investigates how the dimensions (innovativeness, proactiveness and risk taking) of entrepreneurial orientation vary and how they impact online retail performance. Survey data from retail firms were analysed using structural equation modelling. The findings suggest that the dimensions of EO vary independently and that they have opposing effects on firm performance. Proactiveness was found to have a statistical significant positive impact on performance, while the effects of innovativeness and risk taking were negative. The findings have managerial implications for online retailing.
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Larsen et al. (2012) studied this question.
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