The differential and synergistic effects of market orientation and entrepreneurial orientation on hotel ambidexterity

Nabil Ghantous and Ibrahim Alnawas

Journal of Retailing and Consumer Services, 2020, vol. 55, issue C

Abstract: Innovation ambidexterity has surprisingly received limited attention in hospitality research. Using data from 101 Jordanian hotels analyzed with PLS structural equation modeling, this paper reports a double differential effect of two strategic orientations, market orientation (MO) and entrepreneurial orientation (EO), on hotel ambidexterity. On the one hand, EO (MO) has a stronger impact on exploratory (exploitative) than on exploitative (exploratory) innovation. On the other hand, EO has a stronger impact than MO on both innovation forms. Furthermore, the synergy between EO and MO has a positive impact on exploitative and exploratory innovation, both of which in turn enhance hotel performance.

Keywords: Innovation ambidexterity; Market orientation; Entrepreneurial orientation; Differential effect; Synergy; Performance (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:55:y:2020:i:c:s0969698919313153

DOI: 10.1016/j.jretconser.2020.102072

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