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Abstract

Entrepreneurship and marketing are approached as pro- active corporate responses to an increasingly dynamic, threatening, and complex external environment. Both repre sent organizational orientations built around creativity, in novativeness, flexibility, and risk-taking. A conceptual model is proposed relating the levels of entrepreneurship, marketing activity, and marketing-related structure of a firm to the degree of perceived environmental turbulence con fronting the firm. Results of a survey involving personal interviews with managers in 93 firms representing six indus tries are reported. Turbulence is found to have a significant causal impact on both the levels of entrepreneurship and the marketing orientation of the firm, but not on structural variables.

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Perceived Environmental Turbulence and Its Effect on Selected Entrepreneurship,Marketing,and Organizational Characteristics in Industrial Firms

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