Héctor Montel Campos, Ph.D., Universidad de las Américas Puebla, Sta. Catarina Mártr. Cholula, Puebla. C.P. 72810. México, This email address is being protected from spambots. You need JavaScript enabled to view it..
Luis S. Alvarado Acuña, Ph.D., Universidad Católica del Norte, This email address is being protected from spambots. You need JavaScript enabled to view it..
José Pablo Nuño de la Parra, Ph.D., Universidad Popular Autónoma del Estado de Puebla, This email address is being protected from spambots. You need JavaScript enabled to view it..
Ph.D. student. Francisco A. Aguilar Valenzuela, Centro de Investgación en Alimentación y Desarrollo, This email address is being protected from spambots. You need JavaScript enabled to view it..

Abstract

Over the past 30 years research on Entrepreneurship Orientation (EO) has provided valuable information regarding strategy, entrepreneurship and aspects of performance at the firm-level. In the entrepreneurial universe, microenterprises play a very special role in the business context of the economy. However, they have not been relatively present in the EO research. This paper studies the EO-performance relationship in a group of microenterprises in Mexico and includes the Dominant Logic (DL) as a variable that moderates this relationship. The results indicate that risk taking, proactiveness and competitive aggressiveness variables from the EO influence the microenterprise performance. In addition, the external DL conceptualization moderates the EO-performance relationship. This paper shows the conclusions of the investigation as well as the limitations and identifies future research methods.

Keywords: entrepreneurial  orientation,  dominant  logic,  firm  performance, microenterprises.