EXPLORING THE RELATIONSHIPS AMONG ENTREPRENEURIAL ORIENTATION, MARKET ORIENTATION, PRODUCT QUALITY, AND BUSINESS MODEL INNOVATION

초록

Accelerating changes in the business environment threaten to secure a sustainable competitive advantage and threaten a company's survival. Innovation has long since become a necessity for many companies today rather than an option. Therefore, this study focused on product quality and business model innovation representing corporate innovation and paid attention to companies' market orientation and entrepreneurial orientation that affect these two critical factors. In other words, this article explores the relationships among entrepreneurial orientation, market orientation, product quality, and business model innovation. Through the analysis of previous research studies, my conjecture is the higher the level of a company's market orientation and entrepreneurial orientation, the higher the company's product quality and business model innovation level. If a company incorporates customer needs or needs into its products, is ahead of the competition, and entrepreneurs are willing to take risks and be innovative, it will be reflected in the company's product quality and its business model innovation. This study shows that many companies that want to pursue product quality and business model innovation, which can be the foundation of corporate innovation, need to approach market-oriented companies and increase their corporate orientation despite challenging environments.