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Perceived environmental turbulence and its effect on selected entrepreneurship, marketing, and organizational characteristics in industrial firms

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Abstract

Entrepreneurship and marketing are approached as proactive corporate responses to an increasingly dynamic, threatening, and complex external environment. Both represent organizational orientations built around creativity, innovativeness, 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 confronting the firm. Results of a survey involving personal interviews with managers in 93 firms representing six industries 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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Authors and Affiliations

  1. University of Central Florida, Florida, USA

    Duane Davis, Michael Morris & Jeff Allen

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  1. Duane Davis
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  2. Michael Morris
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  3. Jeff Allen
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Davis, D., Morris, M. & Allen, J. Perceived environmental turbulence and its effect on selected entrepreneurship, marketing, and organizational characteristics in industrial firms. JAMS 19, 43–51 (1991). https://doi.org/10.1007/BF02723423

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