Loughborough University
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Entrepreneurial orientation, proactive market orientation and society: evidence from public service organizations in Brazil

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journal contribution
posted on 2023-06-30, 13:27 authored by Ian HodgkinsonIan Hodgkinson, Paul Hughes, Higor Leite, Younggeun Lee

Purpose - Public service organizations (PSOs) face a critical dilemma: how to generate more value for society but with a much-reduced resource base. The article advances the strategy axis of entrepreneurial orientation (EO) research by examining EO and proactive market orientation (PMO) as joint-strategic approaches to this end, and how the characteristics of public managers may moderate the paths to value creation.

Design/methodology/approach - The article draws on a unique survey-based dataset developed from Brazilian PSOs and employs structural equation modelling for hypotheses testing. Post-hoc analysis, by way of analysis of variance, demonstrates the joint impact of the two strategic approaches on public service performance level.

Findings - Entrepreneurial and PMOs are revealed as routes to enhanced service performance, but managers’ domain expertise negatively moderates these relationships. Post-hoc analysis reveals how organizations displaying higher levels of both orientations realize superior performance, relative to those favouring either/or.

Originality/value - The study contributes new evidence for EO model specificity by examining a narrowly bounded sample of PSOs; addresses the neglect of other outcome variables beyond traditional performance, showing the value of EO for society and offers new insights to the managerial conditions that moderate the positive synergies between EO, PMO and service performance.



  • Business and Economics


  • Business

Published in

International Journal of Entrepreneurial Behavior & Research




  • AM (Accepted Manuscript)

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© Emerald Publishing Limited

Publisher statement

This paper was accepted for publication in the journal International Journal of Entrepreneurial Behavior & Research and the definitive published version is available at https://doi.org/10.1108/IJEBR-04-2022-0337. This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com

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Prof Ian Hodgkinson. Deposit date: 31 May 2023