Proceedings of World Business, Finance and Management Conference
8 - 9 December 2014, Rendezvous Hotel, Auckland, New Zealand, ISBN: 978-1-922069-66-5
Does Being More Market-Oriented Lead to More Changes in
Marketing Activities?:The Investigation of the Moderating Role of
Innovativeness, Proactiveness, and Risk-Taking
Pattana Boonchoo and Thanawut Limpanitgul
This paper aims to achieve two main objectives. Firstly, we attempt to substantiate the relationship
between market orientation and the level of changes in marketing activities. Secondly, we investigate
the moderating role of the three major components of entrepreneurial orientation, namely,
innovativess, proactiveness, and risk-taking, in strengthening the relationship between market
orientation and the level of changes in marketing activities. Based on responses from 122
construction firms in Thailand, a path analysis was conducted to test all hypothesized relationships in
the proposed conceptual model. The findings reveal a significant relationship between market
orientation and the level of changes in marketing activities. With respect to the moderating role of the
three major elements of entrepreneurial orientation, only innovativeness and risk-taking are found to
significantly strengthen the relationship between market orientation and the level of changes in
marketing activities.
Various theoretical and practical contributions as well as suggestions for future research are
discussed.
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Pattana Boonchoo, Thammasat Business School, Thammasat University, Thailand, 2 Prachan Road, Pranakorn, Bangkok
10200, pattana@tbs.tu.ac.th
Thanawut Limpanitgul, Faculty of Management Sciences, Kasetsart University, Thailand, 199 Moo 6 Sukhumvit Tungsukla
Sriracha, Chonburi 20230, fmstnl@src.ku.ac.th