The Entrepreneur in Market Orientation: An Exploratory Research on how Entrepreneurial Attributes influence Market Orientation

This paper seeks to address the relationship between entrepreneurial attributes and market orientation. First, an analysis has been made to identify the level of market orientation of a specific group of entrepreneurs. Then, the appearance of several entrepreneurial attributes has been studied and compared between respondents with a high – and respondents with a low level of market orientation. The results suggest that there is a positive relationship between an entrepreneur`s self-efficacy, open-mindedness, self-regulation and linear thinking style and the level of market orientation. An entrepreneur`s locus of control, by contrast, shows a negative relationship.