Market Orientation and Entrepreneurial Orientation in Social Enterprises (With Special Reference to Jaffna District)
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Date
2020
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Volume Title
Publisher
Uva Wellassa University of Sri Lanka
Abstract
Staying closer to their market is viewed vital in gaining strategic goals and sustainable
goals for social enterprises since the approach widens their strategic capabilities on
different fronts. Inventing this important knowledge gap, this study focused on identifying
the role of market orientation nurturing entrepreneurial orientation of social enterprises.
The research specifically focused on identifying the existing level of market orientation
and entrepreneurial attributes of social enterprises and identifying the relationship
between market orientation and entrepreneurship while assessing salient market
orientation attributes influencing the entrepreneurial level. Relying on a quantitative
research approach, 100 social enterprises from Jaffna district were surveyed. Descriptive
statistics, correlation analysis, and multiple regression analysis were used to analyze the
data for achieving the respective research objectives. Findings revealed that there is a
positive relationship between market orientation and entrepreneurial attributes. Detailed
findings further uncovered that barring the beneficiary orientation, donor orientation, peer
orientation, and inter-functional coordination done in the region strongly influence the
entrepreneurial level. Finally, this study contributes theory and facilitates social
enterprises in Sri Lanka in reaching greater heights and it specified a growth way to the
sector with the comparison to other business sectors.
Keywords: Social enterprises, Market orientation, Entrepreneurial orientation
Description
Keywords
Business Management, Marketing, Entrepreneurship management