A collision of strategic orientations: Entrepreneurial orientation and customer relationship orientation in a collectivist cultural context

Liem Viet Ngo, George A Shinkle and Paul G Patterson
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George A Shinkle: UNSW Sydney, Sydney, NSW, Australia
Paul G Patterson: UNSW Sydney, Sydney, NSW, Australia; Chiang Mai University, Chiang Mai, Thailand

Australian Journal of Management, 2024, vol. 49, issue 2, 272-289

Abstract: Drawing upon strategic orientation logics and culture theory, this article proposes that entrepreneurial orientation and customer relationship orientation are generally complementary but become conflictual at high levels due to the organizational response to the practices these orientations invoke in a collectivist cultural context. We test this hypothesis with survey data of 146 firms. We find an increasing-return effect of customer relationship orientation on firm performance. Results also reveal a shape-flip phenomenon that when entrepreneurial orientation is low, customer relationship orientation has a J-shape (increasing returns) relationship with firm performance; however, when entrepreneurial orientation is high, customer relationship orientation has an inverted U-shape relationship. JEL Classification: M3 Marketing and Advertising

Keywords: Customer relationship orientation; entrepreneurial orientation; national culture; strategic orientation (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:sae:ausman:v:49:y:2024:i:2:p:272-289

DOI: 10.1177/03128962221130943

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