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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Seeing Green in Several Ways: The Interplay of Entrepreneurial, Sustainable
and Market Orientations on Executive Scanning and Small Business Performance
Author(s): Mark A. Gagnon, Judd H. Michael, Nathan Elser, Clint Gyory
Citation: Mark A. Gagnon, Judd H. Michael, Nathan Elser, Clint Gyory, (2013) "Seeing Green in Several Ways: The Interplay of Entrepreneurial, Sustainable and Market Orientations on Executive Scanning and Small Business Performances," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 3, pp. 9 - 28
Article Type: Research paper
Publisher: North American Business Press
Abstract:
Research on entrepreneurial, sustainable and market orientations indicate that the lenses small business
executives and entrepreneurs apply to the strategic environment affect information processing. In this
mixed method work, we discovered evidence that entrepreneurial, sustainable and market orientations
affect small business executive information processing. Results also demonstrate relationships between
the orientations and firm performance. Moreover, our findings indicate that executives who ascribe to
one or multiple orientations attend to different primary industry challenges and opportunities. This work
contributes to small business and entrepreneurship scholarship by demonstrating linkages between
executive orientation, information processing and firm performance.
