Inhaltszusammenfassung

Purpose The primary goal of this paper is to develop a conceptual model that addresses how market, entrepreneurial and brand orientation influence the performance of different types of social entrepreneurial organisations (SEOs) with different founders and in different markets. Design/methodology/approach This is essentially a conceptual paper that integrates three main specifications regarding the broader concept of strategic orientation (market, brand and entrepreneurial orientation) i...Purpose The primary goal of this paper is to develop a conceptual model that addresses how market, entrepreneurial and brand orientation influence the performance of different types of social entrepreneurial organisations (SEOs) with different founders and in different markets. Design/methodology/approach This is essentially a conceptual paper that integrates three main specifications regarding the broader concept of strategic orientation (market, brand and entrepreneurial orientation) in a single framework. Findings In this paper, a framework about the nature of market, entrepreneurial and brand orientation is developed. It is argued that these orientations consist of a cultural and a behavioral layer, and an influence of the cultural on the behavioral layer is proposed. It is also proposed that all strategic orientations influence the performance of an SEO which consists of the dimensions economic survival, social effectiveness and institutional legitimacy. The framework implicitly suggests that an SEO could follow several strategic orientations – to a different degree – at the same time. Limitations This paper includes three strategic orientations that are considered to be the most important ones within the context of SEOs. Of course, alternative strategic orientations exist in literature that could also have been included in the model. Additionally, sophisticated hypotheses about the different impact of the three strategic orientations on the performance categories have not been developed in this article. Implications Since highly complex social tasks ask for a sophisticated and differentiated strategic approach in order to deal with the relevant challenges, it is important to understand the impact of different strategic orientations on the different performance categories of an SEO. This paper fills important gaps in SEO research and in overall research on strategic orientations. Contribution The paper contributes to a better understanding of the nature of different strategic orientations in the context of SEOs. In addition the proposed framework offers a spring board for future research projects on strategic orientations and SEO performance.» weiterlesen» einklappen

Autoren

Klassifikation

DFG Fachgebiet:
Wirtschaftswissenschaften

DDC Sachgruppe:
Management