Just entrepreneurial enough: the moderating effect of entrepreneurship on the relationship between market orientation and performance

Within the literature of marketing and management, researchers have explored different models that examine the relationships between market orientation, entrepreneurship, and performance. In this paper, we offer a new model that includes curvilinearity in the moderating effect of entrepreneurship on the relationship between market orientation and performance. Utilizing structural equation modeling, we test our proposed model using a sample of 231 not-for-profit hospitals. The proposed model produces the best fit. The theoretical and managerial implications are discussed.