Acta Universitatis Danubius. Œconomica, Vol 9, No 5 (2013)

“Compete OR Leapfrog: Creating Blue Ocean through Entrepreneurial Orientation”

Arslan Ayub, Muhammad Salman Aslam, Hanan Iftekhar, Sabiha Hafeez, Adeel Razzaq


Abstract: The study analyzes the role of entrepreneurial orientation with mediating effect of knowledge creation process to creating Blue Ocean in corporate sector in Pakistan. Objectives/Value There is an increasing competition among companies due to globalization and technological advancements. Thus, it requires a study to measure the multifaceted influence of entrepreneurial orientation on knowledge creation process and Blue Ocean besides the actual paradigm of this terminology. Prior Work This concept has been well discussed in this research arena since its inception in 2005. Numerous such initiatives have already been taken, however this concept invites a lot more addition, related companies are still in pursuit to materialize the research concepts. Approach We highlight the contingencies in the shift from a red ocean to Blue Ocean. The study uses exploratory approach; primary data is collected from 391 professionals working in different sectors of Pakistan. The study uses structural equation model (SEM) technique to test the hypotheses. Results The study found a positive relationship between entrepreneurial orientation and Blue Ocean, entrepreneurial orientation, knowledge creation process, and Blue Ocean. Implications The study throws light on the importance of entrepreneurial orientation and knowledge creation process to head on this fast-paced competition. 


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