Strategic orientation and new venture performance in the hospitality industry

Despite the important role of new ventures in any developed market, and the economic significance of the hospitality industry, the influence of key strategic orientation on new venture performance has not been previously researched. This study develops and tests a model where market orientation (MO) is an antecedent of entrepreneurial orientation (EO), EO is critical to innovation success (IS), and MO and IS are important drivers of new venture performance. Moreover, our results suggest that with respect to new ventures, learning orientation does not moderate the relationship between strategic orientation and performance outcomes.