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James Shock

DBA Graduate - 2013


David Gotteland
The purpose of this thesis is to examine by what means companies enter into the realm of Market Pioneering, whereby they step into a new product area or a new market not yet engaged by any competitive offerings. Market Pioneering has definitive traits: proactive, risktaking, innovative, competitively aggressive, and autonomous action. These are, indeed, traits of Entrepreneurship, as well. There have been no empirical studies to date that definitively link the two. This research isolates Entrepreneurial Orientation as impacting Market Pioneering. This research investigates seven hypotheses. The main hypothesis looks at a link between an Entrepreneurial Orientation and Market Pioneering. Due to previous research showing positive effects of an Entrepreneurial Orientation on Innovation, we propose, since innovation is necessary for Market Pioneering, an Entrepreneurial Orientation is necessary in order to engage in Market Pioneering. There is also control for the effects of alternate strategic orientations. These are Innovation Orientation, Customer Orientation, Competitor Orientation, and Technological Orientation. There are three moderating variables in the areas of Market Turbulence, Interfunctional Coordination, and Strategic Flexibility (Market Turbulence is comprised of three components: Technological Turbulence, Competitor Intensity, and Demand Uncertainty). These are proposed to positively moderate the Entrepreneurial Orientation/Market Pioneering relationship. In addition, two Mediating Variables are proposed: Innovation Orientation and Organizational Structure. A series of 92 research-qualified questions, using a 10-point Likert scale, test the previously postulated relationships. At least 100 completed surveys are needed to test the model, which provides substantial data points to make a statistically significant analysis. The amount of 8 data provides data richness not available with smaller sample sizes. The results contain over 13,000 data points, necessitating the need to employ Structural Equation Modeling to analyze the data, test the model, and lay a foundation for future study. Prior to administering the large-scale survey, a pre-test had been conducted, in order to gain experience with the survey and to possibly test the research model, using a smaller response population. At the conclusion of the pre-test, there were insufficient responses to test the model. However, survey comments gave an indication that the questions were appropriate and relevant.