HUBUNGAN ORIENTASI KEWIRAUSAHAAN DAN PASAR, INOVASI, SERTA KINERJA PERUSAHAAN

Abstract

The main objective of this study is to examine the general pattern of the relationship between the concept of entrepreneurial and market orientation, innovation, and organizational performance in small and medium enterprises. The study will also be reviewed definitions, dimensions, and indicators that can be used to measure of those concept. The method used literature study with a primary reference source in the form of journals that discuss the concepts and relationships of entrepreneurial, market orientation, innovation, and company performance based on the oretical and empirical studies. The Result of the literature study shows that the entrepreneurial and market orientation can affect the performance, both individually and simultaneously, either directly or indirectly through innovation. The relationship between entrepreneurship and market orientation can indicate one-way or two-way relationship (recursive). Keywords: Entrepreneurship Orientation, Market Orientation, Innovation, Organizational Performance