University of Twente Student Theses


The Effect of the Development of a Market Orientation of an Individual Entrepreneur on Venture Performance

Huls, T. (2014) The Effect of the Development of a Market Orientation of an Individual Entrepreneur on Venture Performance.

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Abstract:The effect of market orientation on business performance has been studied for decades now, within all sorts of organizations and businesses. These studies confirm the strong positive relationship between the two concepts. However, this effect has not been studied yet in the environment of individual entrepreneurs that develop their market orientation when starting up their own ventures. In this research I study if an individual entrepreneur, who seems to have a more learning ability towards the development of his market orientation also better develops his venture and thus has higher venture performance. This effect has been studied by data that is derived from the VentureLab Twente, where individual, mainly technology-based, entrepreneurs followed a program that helps them starting up their venture by training and coaching and developing a market orientation. The data exists out of written exit-interviews and exit-surveys. The results of this study show a positive effect of the breadth of the development of the market orientation of starting individual entrepreneurs on future venture performance. To give a clear as possible overview, this effect is described for all seven indicators of success that are used in this research in order to measure performance.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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