{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,18]],"date-time":"2026-08-18T04:53:14Z","timestamp":1787028794015,"version":"3.56.0"},"reference-count":202,"publisher":"MDPI AG","issue":"3","license":[{"start":{"date-parts":[[2024,8,2]],"date-time":"2024-08-02T00:00:00Z","timestamp":1722556800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>Digitalization has forced emerging market (EM) firms operating in resource-constrained environments to adopt market-driven strategies, particularly frugal innovation, to provide affordable, optimized processes and high-value solutions. However, understanding the mechanisms behind developing frugal innovation capability (FIC) at the firm level in diverse EMs remains limited. From the perspective of the resource-based view, this study added to the existing body of knowledge by exploring how strategic orientation (entrepreneurial orientation (EO) and market orientation (MO)) and organizational ambidexterity (OA) impact the development of FIC in EMs. To empirically validate our theoretical predictions, this study used a cross-sectional survey to collect data from 386 valid respondents from Tanzanian manufacturing firms. The results demonstrate that both EO and MO have a strong and positive relationship with OA and the development of FIC in EMs. In addition, OA partially mediates the relationship of both EO and MO with the development of FIC. Furthermore, our results indicate that MO exerts a more significant impact on the development of FIC than EO in EMs. Managers of manufacturing firms in EMs can use these findings to review their strategic decisions and their exploitative and exploratory approaches to enhance supply chains, develop cost-effective technologies, and produce affordable offerings that cater to the preferences of price-conscious consumers in the digital age.<\/jats:p>","DOI":"10.3390\/jtaer19030098","type":"journal-article","created":{"date-parts":[[2024,8,2]],"date-time":"2024-08-02T16:14:58Z","timestamp":1722615298000},"page":"2000-2029","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":22,"title":["Towards Frugal Innovation Capability in Emerging Markets within the Digitalization Epoch: Exploring the Role of Strategic Orientation and Organizational Ambidexterity"],"prefix":"10.3390","volume":"19","author":[{"ORCID":"https:\/\/orcid.org\/0009-0003-1329-4220","authenticated-orcid":false,"given":"Josephat Deusidedith","family":"Sengura","sequence":"first","affiliation":[{"name":"School of Management, Wuhan University of Technology, Wuhan 430070, China"},{"name":"Department of Applied Science and Social Studies, Arusha Technical College, Arusha P.O. Box 296, Tanzania"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-1552-1429","authenticated-orcid":false,"given":"Renyan","family":"Mu","sequence":"additional","affiliation":[{"name":"School of Management, Wuhan University of Technology, Wuhan 430070, China"},{"name":"Center of Production Innovation Management, Hubei Province, Wuhan 430070, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jingshu","family":"Zhang","sequence":"additional","affiliation":[{"name":"School of Management, Wuhan University of Technology, Wuhan 430070, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2024,8,2]]},"reference":[{"key":"ref_1","first-page":"56","article-title":"How GE is disrupting itself","volume":"87","author":"Immelt","year":"2009","journal-title":"Harv. Bus. Rev."},{"key":"ref_2","unstructured":"Prahalad, C.K. (2010). The Fortune at the Bottom of the Pyramid: Eradicating Poverty through Profits, Wharton School Pub. [Revised and Updated 5th Anniversary ed.]."},{"key":"ref_3","first-page":"38","article-title":"Frugal Innovation in Emerging Markets","volume":"54","author":"Zeschky","year":"2011","journal-title":"Res.-Technol. Manag."},{"key":"ref_4","doi-asserted-by":"crossref","first-page":"350","DOI":"10.1057\/palgrave.jibs.8400099","article-title":"Reinventing strategies for emerging markets: Beyond the transnational model","volume":"35","author":"London","year":"2004","journal-title":"J. Int. Bus. Stud."},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"105155","DOI":"10.1016\/j.resconrec.2020.105155","article-title":"Digital technologies catalyzing business model innovation for circular economy\u2014Multiple case study","volume":"164","author":"Ranta","year":"2021","journal-title":"Resour. Conserv. Recycl."},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"365","DOI":"10.13106\/jafeb.2020.vol7.no6.365","article-title":"Antecedents and Consequences of Innovation and Business Strategy on Performance and Competitive Advantage of SMEs","volume":"7","author":"Lestari","year":"2020","journal-title":"J. Asian Financ. Econ. Bus."},{"key":"ref_7","doi-asserted-by":"crossref","first-page":"1779","DOI":"10.1002\/mde.3782","article-title":"Innovation and competition with human capital input","volume":"44","author":"Nie","year":"2023","journal-title":"Manag. Decis. Econ."},{"key":"ref_8","doi-asserted-by":"crossref","unstructured":"Khanna, T., and Palepu, K.G. (2010). Winning in Emerging Markets: A Road Map for Strategy and Execution, Harvard Business Press.","DOI":"10.1177\/0974173920100316"},{"key":"ref_9","unstructured":"Peng, M.W., Luo, Y., and Sun, L. (1999). Firm Growth via Mergers and Acquisitions in China, Fisher College of Business, Ohio State University."},{"key":"ref_10","unstructured":"Rugman, A.M. (2008). Unbundling the Institution-Based View of International Business Strategy. The Oxford Handbook of International Business, Oxford University Press."},{"key":"ref_11","unstructured":"Barney, J.B. (2002). Gaining and Sustaining Competitive Advantage, Prentice Hall. [2nd ed.]."},{"key":"ref_12","unstructured":"Penrose, E.T. (1959). The Theory of the Growth of the Firm, Oxford University Press."},{"key":"ref_13","doi-asserted-by":"crossref","first-page":"275","DOI":"10.2307\/30040713","article-title":"Institutional Transitions and Strategic Choices","volume":"28","author":"Peng","year":"2003","journal-title":"Acad. Manag. Rev."},{"key":"ref_14","doi-asserted-by":"crossref","first-page":"42","DOI":"10.1509\/jmkg.69.2.42.60756","article-title":"The Effects of Strategic Orientations on Technology- and Market-Based Breakthrough Innovations","volume":"69","author":"Zhou","year":"2005","journal-title":"J. Mark."},{"key":"ref_15","doi-asserted-by":"crossref","first-page":"259","DOI":"10.13169\/prometheus.37.3.0259","article-title":"Frugal innovation capabilities: Conceptualization and measurement","volume":"37","author":"Shivdas","year":"2021","journal-title":"Prometheus"},{"key":"ref_16","unstructured":"Helfat, C.E., Finkelstein, S., Mitchell, W., Peteraf, M., Singh, H., Teece, D., and Winter, S.G. (2007). Dynamic Capabilities: Understanding Strategic Change in Organizations, John Wiley & Sons."},{"key":"ref_17","doi-asserted-by":"crossref","first-page":"597","DOI":"10.1057\/palgrave.jibs.8490987","article-title":"A Resource Perspective of Global Dynamic Capabilities","volume":"32","author":"Griffith","year":"2001","journal-title":"J. Int. Bus. Stud."},{"key":"ref_18","doi-asserted-by":"crossref","first-page":"224","DOI":"10.1016\/j.jbusres.2009.03.003","article-title":"How strategic orientations influence the building of dynamic capability in emerging economies","volume":"63","author":"Zhou","year":"2010","journal-title":"J. Bus. Res."},{"key":"ref_19","doi-asserted-by":"crossref","first-page":"447","DOI":"10.1007\/s10490-007-9048-1","article-title":"How does strategic orientation matter in Chinese firms?","volume":"24","author":"Zhou","year":"2007","journal-title":"Asia Pac. J. Manag."},{"key":"ref_20","doi-asserted-by":"crossref","first-page":"37","DOI":"10.1177\/002224299405800404","article-title":"The Capabilities of Market-Driven Organizations","volume":"58","author":"Day","year":"1994","journal-title":"J. Mark."},{"key":"ref_21","doi-asserted-by":"crossref","first-page":"77","DOI":"10.1177\/002224379703400107","article-title":"Strategic Orientation of the Firm and New Product Performance","volume":"34","author":"Gatignon","year":"1997","journal-title":"J. Mark. Res."},{"key":"ref_22","first-page":"375","article-title":"Organizational Ambidexterity: Antecedents, Outcomes, and Moderators","volume":"34","author":"Raisch","year":"2008","journal-title":"J. Manag."},{"key":"ref_23","doi-asserted-by":"crossref","first-page":"101762","DOI":"10.1016\/j.ibusrev.2020.101762","article-title":"Strategic ambidexterity and its performance implications for emerging economies multinationals","volume":"31","author":"Khan","year":"2022","journal-title":"Int. Bus. Rev."},{"key":"ref_24","doi-asserted-by":"crossref","first-page":"101652","DOI":"10.1016\/j.ibusrev.2019.101652","article-title":"Strategic ambidexterity and innovation in Chinese multinational vs. indigenous firms: The role of managerial capability","volume":"29","author":"Wu","year":"2020","journal-title":"Int. Bus. Rev."},{"key":"ref_25","doi-asserted-by":"crossref","first-page":"36","DOI":"10.1525\/cmr.2016.58.4.36","article-title":"How Do Firms Adapt to Discontinuous Change? Bridging the Dynamic Capabilities and Ambidexterity Perspectives","volume":"58","author":"Birkinshaw","year":"2016","journal-title":"Calif. Manag. Rev."},{"key":"ref_26","doi-asserted-by":"crossref","first-page":"57","DOI":"10.1016\/j.ibusrev.2016.05.006","article-title":"Ambidexterity as a dynamic capability in the globalization of the multinational business enterprise (MBE): Case studies of AB Volvo and IKEA","volume":"26","author":"Vahlne","year":"2017","journal-title":"Int. Bus. Rev."},{"key":"ref_27","doi-asserted-by":"crossref","first-page":"639","DOI":"10.1590\/1982-7849rac2018180135","article-title":"Dynamic Capabilities and Ambidexterity: How are These Concepts Related?","volume":"22","author":"Popadiuk","year":"2018","journal-title":"Rev. Adm. Contemp."},{"key":"ref_28","unstructured":"Tidd, J., and Bessant, J.R. (2009). Managing Innovation: Integrating Technological, Market and Organizational Change, John Wiley & Sons."},{"key":"ref_29","doi-asserted-by":"crossref","first-page":"31","DOI":"10.1111\/j.1468-2370.2007.00201.x","article-title":"Dynamic capabilities: A review and research agenda","volume":"9","author":"Wang","year":"2007","journal-title":"Int. J. Manag. Rev."},{"key":"ref_30","doi-asserted-by":"crossref","first-page":"67","DOI":"10.1509\/jmkg.64.1.67.17993","article-title":"Strategic Orientation and Firm Performance in an Artistic Environment","volume":"64","author":"Voss","year":"2000","journal-title":"J. Mark."},{"key":"ref_31","doi-asserted-by":"crossref","first-page":"131","DOI":"10.1016\/j.im.2017.09.004","article-title":"IT-enabled knowledge ambidexterity and innovation performance in small U.S. firms: The moderator role of social media capability","volume":"55","author":"Benitez","year":"2018","journal-title":"Inf. Manag."},{"key":"ref_32","doi-asserted-by":"crossref","unstructured":"Han, W., Zhou, Y., and Lu, R. (2022). Strategic orientation, business model innovation and corporate performance\u2014Evidence from construction industry. Front. Psychol., 13.","DOI":"10.3389\/fpsyg.2022.971654"},{"key":"ref_33","doi-asserted-by":"crossref","first-page":"429","DOI":"10.1016\/j.indmarman.2003.08.015","article-title":"Innovativeness: Its antecedents and impact on business performance","volume":"33","author":"Hult","year":"2004","journal-title":"Ind. Mark. Manag."},{"key":"ref_34","doi-asserted-by":"crossref","first-page":"102061","DOI":"10.1016\/j.technovation.2018.11.004","article-title":"Dynamic capabilities, creativity and innovation capability and their impact on competitive advantage and firm performance: The moderating role of entrepreneurial orientation","volume":"92\u201393","author":"Ferreira","year":"2020","journal-title":"Technovation"},{"key":"ref_35","doi-asserted-by":"crossref","first-page":"121456","DOI":"10.1016\/j.jclepro.2020.121456","article-title":"Frugal innovation: Conception, development, diffusion, and outcome","volume":"262","author":"Hossain","year":"2020","journal-title":"J. Clean. Prod."},{"key":"ref_36","doi-asserted-by":"crossref","first-page":"770","DOI":"10.1016\/j.lrp.2018.01.004","article-title":"Towards an adaptive framework of low-end innovation capability\u2014A systematic review and multiple case study analysis","volume":"51","author":"Reinhardt","year":"2018","journal-title":"Long Range Plann."},{"key":"ref_37","doi-asserted-by":"crossref","first-page":"S133","DOI":"10.1016\/j.jclepro.2016.02.050","article-title":"Business models for sustainable innovation\u2014An empirical analysis of frugal products and services","volume":"162","author":"Rosca","year":"2017","journal-title":"J. Clean. Prod."},{"key":"ref_38","doi-asserted-by":"crossref","first-page":"282","DOI":"10.1108\/09600030910962249","article-title":"The relationship between strategic orientation, service innovation, and performance","volume":"39","author":"Grawe","year":"2009","journal-title":"Int. J. Phys. Distrib. Logist. Manag."},{"key":"ref_39","doi-asserted-by":"crossref","first-page":"709","DOI":"10.1016\/j.sbspro.2015.10.144","article-title":"The Effects of Strategic Orientations on Innovation Capabilities and Market Performance: The Case of ASEM","volume":"207","author":"Tutar","year":"2015","journal-title":"Procedia Soc. Behav. Sci."},{"key":"ref_40","doi-asserted-by":"crossref","first-page":"391","DOI":"10.1016\/j.technovation.2013.06.010","article-title":"Capability building through innovation for unserved lower end mega markets","volume":"33","author":"Lim","year":"2013","journal-title":"Technovation"},{"key":"ref_41","unstructured":"(2024, January 18). URT Small and Medium Enterprise Development Policy 2003. Available online: https:\/\/www.viwanda.go.tz\/uploads\/documents\/en-1618820071-1455890063-SME-Development-Policy.pdf."},{"key":"ref_42","first-page":"99","article-title":"Study of tax system impact on the growth of small and medium enterprises (SMEs): With reference to Shinyanga Municipality, Tanzania","volume":"2","author":"Mungaya","year":"2012","journal-title":"Int. J. Manag. Bus. Stud."},{"key":"ref_43","first-page":"90","article-title":"Socio-cultural determinants of entrepreneurial capabilities among the Chagga and Sukuma small and medium enterprises in Tanzania","volume":"5","author":"Mashenene","year":"2014","journal-title":"J. Econ. Sustain. Dev."},{"key":"ref_44","unstructured":"Tundui, H.P. (2012). Gender and Small Business Growth in Tanzania: The Role of Habitus, University of Groningen, SOM Research School."},{"key":"ref_45","unstructured":"Mutambala, M. (2012). Sources and Constraints to Technological Innovation in Tanzania: A Case Study of the Wood Furniture Industry in Dar es Salaam, LAP LAMBERT Academic Publishing."},{"key":"ref_46","doi-asserted-by":"crossref","first-page":"1704","DOI":"10.1108\/EJIM-06-2022-0320","article-title":"Exploring the antecedents of frugal innovation and operational performance: The role of organizational learning capability and entrepreneurial orientation","volume":"27","author":"Berndt","year":"2024","journal-title":"Eur. J. Innov. Manag."},{"key":"ref_47","doi-asserted-by":"crossref","first-page":"233","DOI":"10.1108\/RAUSP-12-2021-0249","article-title":"Frugal innovation and operational performance: The role of organizational learning capability","volume":"58","author":"Berndt","year":"2023","journal-title":"RAUSP Manag. J."},{"key":"ref_48","doi-asserted-by":"crossref","unstructured":"Cai, Q., Ying, Y., Liu, Y., and Wu, W. (2019). Innovating with Limited Resources: The Antecedents and Consequences of Frugal Innovation. Sustainability, 11.","DOI":"10.3390\/su11205789"},{"key":"ref_49","doi-asserted-by":"crossref","first-page":"413","DOI":"10.1108\/EJIM-06-2020-0225","article-title":"Bricolage as capability for frugal innovation in emerging markets in times of crisis","volume":"25","author":"Santos","year":"2020","journal-title":"Eur. J. Innov. Manag."},{"key":"ref_50","doi-asserted-by":"crossref","first-page":"3","DOI":"10.1016\/j.technovation.2017.07.002","article-title":"Business Models for Frugal Innovation in Emerging Markets: The Case of the Medical Device and Laboratory Equipment Industry","volume":"66\u201367","author":"Winterhalter","year":"2017","journal-title":"Technovation"},{"key":"ref_51","doi-asserted-by":"crossref","first-page":"926","DOI":"10.1016\/j.jclepro.2018.02.091","article-title":"Frugal innovation: A review and research agenda","volume":"182","author":"Hossain","year":"2018","journal-title":"J. Clean. Prod."},{"key":"ref_52","doi-asserted-by":"crossref","first-page":"1245","DOI":"10.1108\/JKM-01-2019-0035","article-title":"Effects of sources of knowledge on frugal innovation: Moderating role of environmental turbulence","volume":"23","author":"Dost","year":"2019","journal-title":"J. Knowl. Manag."},{"key":"ref_53","doi-asserted-by":"crossref","first-page":"180421","DOI":"10.1098\/rsos.180421","article-title":"The science underlying frugal innovations should not be frugal","volume":"6","author":"Rao","year":"2019","journal-title":"R. Soc. Open Sci."},{"key":"ref_54","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1186\/s40669-016-0005-y","article-title":"What is frugal innovation? Three defining criteria","volume":"2","author":"Weyrauch","year":"2017","journal-title":"J. Frugal Innov."},{"key":"ref_55","doi-asserted-by":"crossref","unstructured":"Khan, R. (2016). How Frugal Innovation Promotes Social Sustainability. Sustainability, 8.","DOI":"10.3390\/su8101034"},{"key":"ref_56","doi-asserted-by":"crossref","first-page":"107","DOI":"10.1016\/j.jclepro.2017.09.248","article-title":"Frugal approach to innovation: State of the art and future perspectives","volume":"171","author":"Pisoni","year":"2018","journal-title":"J. Clean. Prod."},{"key":"ref_57","doi-asserted-by":"crossref","first-page":"320","DOI":"10.1108\/IJIS-08-2017-0076","article-title":"A conceptual model of frugal innovation: Is environmental munificence a missing link?","volume":"9","author":"Farooq","year":"2017","journal-title":"Int. J. Innov. Sci."},{"key":"ref_58","unstructured":"Tiwari, R., Kalogerakis, K., and Herstatt, C. (2023, October 26). Frugal Innovations in the Mirror of Scholarly Discourse: Tracing Theoretical Basis and Antecedents. In R&D Management Conference, Cambridge, UK. Available online: https:\/\/scholar.google.com\/scholar_lookup?title=Frugal%20Innovations%20in%20the%20Mirror%20of%20Scholarly%20Discourse%3A%20Tracing%20Theoretical%20Basis%20and%20Antecedents&author=R.%20Tiwari&publication_year=2016."},{"key":"ref_59","doi-asserted-by":"crossref","unstructured":"Agarwal, N., and Brem, A. (2012, January 18\u201320). Frugal and reverse innovation\u2014Literature overview and case study insights from a German MNC in India and China. Proceedings of the Technology and Innovation 2012 18th International ICE Conference on Engineering, Munich, Germany.","DOI":"10.1109\/ICE.2012.6297683"},{"key":"ref_60","doi-asserted-by":"crossref","first-page":"31","DOI":"10.15415\/jtmge.2013.42006","article-title":"Do Frugal and Reverse Innovation Foster Sustainability? Introduction of a Conceptual Framework","volume":"4","author":"Brem","year":"2013","journal-title":"J. Technol. Manag. Grow. Econ."},{"key":"ref_61","first-page":"10794","article-title":"What is Frugal, What is Innovation? Towards a Theory of Frugal Innovation","volume":"2012","author":"Bhatti","year":"2012","journal-title":"SSRN Electron. J."},{"key":"ref_62","doi-asserted-by":"crossref","first-page":"1161","DOI":"10.1080\/0951192X.2018.1509131","article-title":"Design of customised products and manufacturing networks: Towards frugal innovation","volume":"31","author":"Mourtzis","year":"2018","journal-title":"Int. J. Comput. Integr. Manuf."},{"key":"ref_63","first-page":"115","article-title":"Innovation capability","volume":"17","author":"Parashar","year":"2005","journal-title":"IIMB Manag. Rev."},{"key":"ref_64","doi-asserted-by":"crossref","first-page":"509","DOI":"10.1002\/(SICI)1097-0266(199708)18:7<509::AID-SMJ882>3.0.CO;2-Z","article-title":"Dynamic capabilities and strategic management","volume":"18","author":"Teece","year":"1997","journal-title":"Strateg. Manag. J."},{"key":"ref_65","unstructured":"Greeven, M. (2009). Innovation in an Uncertain Institutional Environment: Private Software Entrepreneurs in Hangzhou, China, Erasmus University Rotterdam, Erasmus Research Institute of Management."},{"key":"ref_66","first-page":"99","article-title":"Firm Resources and Sustained Competitive Advantage","volume":"17","author":"Barney","year":"1991","journal-title":"J. Manag."},{"key":"ref_67","doi-asserted-by":"crossref","first-page":"997","DOI":"10.1002\/smj.332","article-title":"The dynamic resource-based view: Capability lifecycles","volume":"24","author":"Helfat","year":"2003","journal-title":"Strateg. Manag. J."},{"key":"ref_68","unstructured":"Adler, P.S., and Shenhar, A. (2024, February 25). Adapting Your Technological Base: The Organizational Challenge. Available online: https:\/\/faculty.marshall.usc.edu\/Paul-Adler\/research\/TechBase%20SMR.pdf."},{"key":"ref_69","doi-asserted-by":"crossref","unstructured":"Asakawa, K., Cuervo-Cazurra, A., and Un, C. (2019). Frugality-based advantage. Long Range Plann., 52.","DOI":"10.1016\/j.lrp.2019.04.001"},{"key":"ref_70","unstructured":"Winterhoff, M., and Boehler, C. (2024, February 20). Simple, Simpler, Best: Frugal Innovation in the Engineered Products and High Tech Industry. Roland Berg. Strategy Consult, Available online: https:\/\/www.rolandberger.com\/publications\/publication_pdf\/roland_berger_tab_frugal_products_e_20150107.pdf."},{"key":"ref_71","doi-asserted-by":"crossref","first-page":"3","DOI":"10.1177\/1042258718773181","article-title":"Crafting High-Impact Entrepreneurial Orientation Research: Some Suggested Guidelines","volume":"43","author":"Covin","year":"2019","journal-title":"Entrep. Theory Pract."},{"key":"ref_72","doi-asserted-by":"crossref","first-page":"199","DOI":"10.1111\/j.1468-2370.2010.00292.x","article-title":"Strategic Orientations in Management Literature: Three Approaches to Understanding the Interaction between Market, Technology, Entrepreneurial and Learning Orientations: Orientations in Management Literature","volume":"13","author":"Hakala","year":"2011","journal-title":"Int. J. Manag. Rev."},{"key":"ref_73","unstructured":"Johnson, G., Whittington, R., Angwin, D., Regn\u00e8r, P., and Scholes, K. (2014). Exploring Strategy, Pearson."},{"key":"ref_74","doi-asserted-by":"crossref","first-page":"81","DOI":"10.1108\/17410400510576595","article-title":"Innovation in SMEs: The impact of strategic orientation and environmental perceptions","volume":"54","author":"Ghobadian","year":"2005","journal-title":"Int. J. Product. Perform. Manag."},{"key":"ref_75","first-page":"68","article-title":"An empirical examination of strategic orientation and SME performance","volume":"33","author":"Franczak","year":"2009","journal-title":"Small Bus. Inst. Natl. Proc."},{"key":"ref_76","doi-asserted-by":"crossref","first-page":"833","DOI":"10.1108\/03090561311306903","article-title":"The relative impact of culture, strategic orientation and capability on new service development performance","volume":"47","author":"Storey","year":"2013","journal-title":"Eur. J. Mark."},{"key":"ref_77","doi-asserted-by":"crossref","first-page":"49","DOI":"10.1177\/104225879101500407","article-title":"Arnold the Relationship Between Marketing Orientation and Entrepreneurial Orientation","volume":"15","author":"Miles","year":"1991","journal-title":"Entrep. Theory Pract."},{"key":"ref_78","doi-asserted-by":"crossref","first-page":"731","DOI":"10.1177\/0266242614521054","article-title":"The dark side of the entrepreneurial orientation and market orientation interplay: A new product development perspective","volume":"33","author":"Morgan","year":"2015","journal-title":"Int. Small Bus. J."},{"key":"ref_79","doi-asserted-by":"crossref","first-page":"75","DOI":"10.1002\/smj.4250100107","article-title":"Strategic management of small firms in hostile and benign environments","volume":"10","author":"Covin","year":"1989","journal-title":"Strateg. Manag. J."},{"key":"ref_80","doi-asserted-by":"crossref","first-page":"873","DOI":"10.1111\/j.1540-6520.2011.00457.x","article-title":"Revisited: A Reflection on EO Research and Some Suggestions for the Future","volume":"35","author":"Miller","year":"1983","journal-title":"Entrep. Theory Pract."},{"key":"ref_81","doi-asserted-by":"crossref","first-page":"107395","DOI":"10.1016\/j.ijpe.2019.05.014","article-title":"The effects of strategic orientation on operational ambidexterity: A study of indian SMEs in the industry 4.0 era","volume":"220","author":"Sahi","year":"2020","journal-title":"Int. J. Prod. Econ."},{"key":"ref_82","doi-asserted-by":"crossref","first-page":"129","DOI":"10.1016\/j.jbusres.2019.06.019","article-title":"The joint impact of entrepreneurial orientation and market orientation in new product development: Studying firm and environmental contingencies","volume":"113","author":"Morgan","year":"2020","journal-title":"J. Bus. Res."},{"key":"ref_83","doi-asserted-by":"crossref","first-page":"135","DOI":"10.2307\/258632","article-title":"Clarifying the Entrepreneurial Orientation Construct and Linking It to Performance","volume":"21","author":"Lumpkin","year":"1996","journal-title":"Acad. Manag. Rev."},{"key":"ref_84","doi-asserted-by":"crossref","first-page":"761","DOI":"10.1111\/j.1540-6520.2009.00308.x","article-title":"Entrepreneurial Orientation and Business Performance: An Assessment of past Research and Suggestions for the Future","volume":"33","author":"Rauch","year":"2009","journal-title":"Entrep. Theory Pract."},{"key":"ref_85","doi-asserted-by":"crossref","first-page":"63","DOI":"10.1177\/002224299505900306","article-title":"Market Orientation and the Learning Organization","volume":"59","author":"Slater","year":"1995","journal-title":"J. Mark."},{"key":"ref_86","doi-asserted-by":"crossref","first-page":"677","DOI":"10.1111\/j.1540-6520.2010.00432.x","article-title":"The Measurement of Entrepreneurial Orientation","volume":"36","author":"Covin","year":"2012","journal-title":"Entrep. Theory Pract."},{"key":"ref_87","doi-asserted-by":"crossref","first-page":"921","DOI":"10.1287\/mnsc.24.9.921","article-title":"Archetypes of Strategy Formulation","volume":"24","author":"Miller","year":"1978","journal-title":"Manag. Sci."},{"key":"ref_88","doi-asserted-by":"crossref","first-page":"1579","DOI":"10.1002\/smj.2298","article-title":"Reconceptualizing entrepreneurial orientation","volume":"36","author":"Anderson","year":"2015","journal-title":"Strateg. Manag. J."},{"key":"ref_89","doi-asserted-by":"crossref","first-page":"82","DOI":"10.1108\/13552551111107525","article-title":"Personal characteristics and strategic orientation: Entrepreneurs in Canadian manufacturing companies","volume":"17","author":"Bruning","year":"2011","journal-title":"Int. J. Entrep. Behav. Res."},{"key":"ref_90","doi-asserted-by":"crossref","first-page":"818","DOI":"10.1108\/IJEBR-07-2017-0233","article-title":"The mediating role of absorptive capacity on the relationship between entrepreneurial orientation and technological innovation capabilities","volume":"24","author":"Aljanabi","year":"2017","journal-title":"Int. J. Entrep. Behav. Res."},{"key":"ref_91","doi-asserted-by":"crossref","first-page":"443","DOI":"10.1111\/j.1540-627X.2009.00278.x","article-title":"The Complementary Effect of Market Orientation and Entrepreneurial Orientation on Innovation Success and Profitability","volume":"47","author":"Baker","year":"2006","journal-title":"J. Small Bus. Manag."},{"key":"ref_92","doi-asserted-by":"crossref","unstructured":"Makhloufi, L., Laghouag, A.A., Ali Sahli, A., and Belaid, F. (2021). Impact of Entrepreneurial Orientation on Innovation Capability: The Mediating Role of Absorptive Capability and Organizational Learning Capabilities. Sustainability, 13.","DOI":"10.3390\/su13105399"},{"key":"ref_93","first-page":"156","article-title":"Competitive advantages of SMEs: The roles of innovation capability, entrepreneurial orientation, and social capital","volume":"65","author":"Sulistyo","year":"2019","journal-title":"Contad. Adm."},{"key":"ref_94","doi-asserted-by":"crossref","first-page":"20","DOI":"10.1177\/002224299005400403","article-title":"The Effect of a Market Orientation on Business Profitability","volume":"54","author":"Narver","year":"1990","journal-title":"J. Mark."},{"key":"ref_95","doi-asserted-by":"crossref","first-page":"53","DOI":"10.1177\/002224299305700304","article-title":"Market Orientation: Antecedents and Consequences","volume":"57","author":"Jaworski","year":"1993","journal-title":"J. Mark."},{"key":"ref_96","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1177\/002224299005400201","article-title":"Market Orientation: The Construct, Research Propositions, and Managerial Implications","volume":"54","author":"Kohli","year":"1990","journal-title":"J. Mark."},{"key":"ref_97","doi-asserted-by":"crossref","first-page":"3","DOI":"10.1016\/j.ijresmar.2003.04.002","article-title":"Organizational culture, market orientation, innovativeness, and firm performance: An international research odyssey","volume":"21","author":"Farley","year":"2004","journal-title":"Int. J. Res. Mark."},{"key":"ref_98","doi-asserted-by":"crossref","first-page":"251","DOI":"10.1080\/08276331.2016.1168676","article-title":"Antecedents of corporate entrepreneurship in Iran: The role of strategic orientation and opportunity recognition","volume":"28","author":"Kakapour","year":"2016","journal-title":"J. Small Bus. Entrep."},{"key":"ref_99","doi-asserted-by":"crossref","first-page":"989","DOI":"10.1007\/s11365-017-0433-z","article-title":"Strategic orientation and performance of new ventures: Empirical studies based on entrepreneurial activities in China","volume":"13","author":"Song","year":"2017","journal-title":"Int. Entrep. Manag. J."},{"key":"ref_100","doi-asserted-by":"crossref","first-page":"136765","DOI":"10.1016\/j.jclepro.2023.136765","article-title":"Strategic orientations, organizational ambidexterity, and sustainable competitive advantage: Mediating role of industry 4.0 readiness in emerging markets","volume":"401","author":"Mohiuddin","year":"2023","journal-title":"J. Clean. Prod."},{"key":"ref_101","doi-asserted-by":"crossref","first-page":"685","DOI":"10.1287\/orsc.1090.0428","article-title":"Organizational Ambidexterity: Balancing Exploitation and Exploration for Sustained Performance","volume":"20","author":"Raisch","year":"2009","journal-title":"Organ. Sci."},{"key":"ref_102","doi-asserted-by":"crossref","first-page":"201","DOI":"10.1016\/j.jom.2011.10.004","article-title":"Enhancing effects of manufacturing flexibility through operational absorptive capacity and operational ambidexterity","volume":"30","author":"Patel","year":"2012","journal-title":"J. Oper. Manag."},{"key":"ref_103","doi-asserted-by":"crossref","first-page":"431","DOI":"10.1108\/EBR-09-2015-0088","article-title":"The relationship between dynamic capabilities and firm competitive advantage: The mediating role of organizational ambidexterity","volume":"28","author":"Jurksiene","year":"2016","journal-title":"Eur. Bus. Rev."},{"key":"ref_104","doi-asserted-by":"crossref","first-page":"71","DOI":"10.1287\/orsc.2.1.71","article-title":"Exploration and Exploitation in Organizational Learning","volume":"2","author":"March","year":"1991","journal-title":"Organ. Sci."},{"key":"ref_105","doi-asserted-by":"crossref","first-page":"119","DOI":"10.1080\/14783363.2018.1532789","article-title":"The mediating effect of employees\u2019 involvement on the relationship between Industry 4.0 and operational performance improvement","volume":"32","author":"Tortorella","year":"2021","journal-title":"Total Qual. Manag. Bus. Excell."},{"key":"ref_106","doi-asserted-by":"crossref","first-page":"102072","DOI":"10.1016\/j.jretconser.2020.102072","article-title":"The differential and synergistic effects of market orientation and entrepreneurial orientation on hotel ambidexterity","volume":"55","author":"Ghantous","year":"2020","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_107","doi-asserted-by":"crossref","first-page":"209","DOI":"10.2307\/20159573","article-title":"The Antecedents, Consequences, and Mediating Role of Organizational Ambidexterity","volume":"47","author":"Gibson","year":"2004","journal-title":"Acad. Manag. J."},{"key":"ref_108","doi-asserted-by":"crossref","first-page":"461","DOI":"10.1016\/j.sbspro.2012.04.056","article-title":"\u00fcksel Market Orientation, Ambidexterity and Performance Outcomes","volume":"41","author":"Alpkan","year":"2012","journal-title":"Procedia Soc. Behav. Sci."},{"key":"ref_109","doi-asserted-by":"crossref","first-page":"696","DOI":"10.1108\/SCM-04-2021-0152","article-title":"Analyzing the mediating role of organizational ambidexterity and digital business transformation on industry 4.0 capabilities and sustainable supply chain performance","volume":"27","author":"Belhadi","year":"2021","journal-title":"Supply Chain Manag. Int. J."},{"key":"ref_110","doi-asserted-by":"crossref","first-page":"564","DOI":"10.1016\/j.jbusres.2020.10.046","article-title":"The status quo of research on entrepreneurial orientation: Conversational landmarks and theoretical scaffolding","volume":"128","author":"Wales","year":"2021","journal-title":"J. Bus. Res."},{"key":"ref_111","doi-asserted-by":"crossref","first-page":"12","DOI":"10.1186\/s13731-020-00123-7","article-title":"Entrepreneurial orientation, competitive advantage, and SMEs\u2019 performance: Application of firm growth and personal wealth measures","volume":"9","author":"Kiyabo","year":"2020","journal-title":"J. Innov. Entrep."},{"key":"ref_112","doi-asserted-by":"crossref","first-page":"515","DOI":"10.1111\/emre.12383","article-title":"The Relationship between Organizational Culture and Small-firm Performance: Entrepreneurial Orientation as Mediator","volume":"17","author":"Khedhaouria","year":"2020","journal-title":"Eur. Manag. Rev."},{"key":"ref_113","doi-asserted-by":"crossref","first-page":"11","DOI":"10.1111\/etap.12027","article-title":"International Entrepreneurial Orientation: Conceptual Considerations, Research Themes, Measurement Issues, and Future Research Directions","volume":"38","author":"Covin","year":"2014","journal-title":"Entrep. Theory Pract."},{"key":"ref_114","doi-asserted-by":"crossref","first-page":"357","DOI":"10.1177\/0266242611418261","article-title":"Empirical research on entrepreneurial orientation: An assessment and suggestions for future research","volume":"31","author":"Wales","year":"2013","journal-title":"Int. Small Bus. J."},{"key":"ref_115","doi-asserted-by":"crossref","first-page":"491","DOI":"10.1111\/jsbm.12005","article-title":"Linking Entrepreneurial Orientation and Firm Performance: The Role of Organizational Learning Capability and Innovation Performance","volume":"51","author":"Alegre","year":"2013","journal-title":"J. Small Bus. Manag."},{"key":"ref_116","doi-asserted-by":"crossref","first-page":"34","DOI":"10.1177\/0266242611401444","article-title":"Entrepreneur motivations and life course","volume":"31","author":"Jayawarna","year":"2013","journal-title":"Int. Small Bus. J."},{"key":"ref_117","doi-asserted-by":"crossref","first-page":"385","DOI":"10.1177\/0972150913496719","article-title":"Market Orientation and Entrepreneurial Proclivity: Antecedents of Innovation","volume":"14","author":"Arias","year":"2013","journal-title":"Glob. Bus. Rev."},{"key":"ref_118","doi-asserted-by":"crossref","first-page":"958","DOI":"10.1108\/00251741211227708","article-title":"Entrepreneurship as connecting: Some implications for theorising and practice","volume":"50","author":"Anderson","year":"2012","journal-title":"Manag. Decis."},{"key":"ref_119","doi-asserted-by":"crossref","first-page":"651","DOI":"10.1016\/j.indmarman.2006.04.003","article-title":"Deconstructing the relationship between entrepreneurial orientation and business performance at the embryonic stage of firm growth","volume":"36","author":"Hughes","year":"2007","journal-title":"Ind. Mark. Manag."},{"key":"ref_120","doi-asserted-by":"crossref","first-page":"397","DOI":"10.1111\/1540-5885.1150397","article-title":"Determinants of new product performance: A review and meta-analysis","volume":"11","author":"Calantone","year":"1994","journal-title":"J. Prod. Innov. Manag."},{"key":"ref_121","doi-asserted-by":"crossref","first-page":"69","DOI":"10.1142\/S1363919608001923","article-title":"Innovative capability, innovation strategy and market orientation: An empirical analysis in turkish software industry","volume":"12","author":"Akman","year":"2008","journal-title":"Int. J. Innov. Manag."},{"key":"ref_122","doi-asserted-by":"crossref","first-page":"30","DOI":"10.1177\/002224299806200403","article-title":"Market Orientation and Organizational Performance: Is Innovation a Missing Link?","volume":"62","author":"Han","year":"1998","journal-title":"J. Mark."},{"key":"ref_123","doi-asserted-by":"crossref","first-page":"54","DOI":"10.1287\/orsc.12.1.54.10121","article-title":"An Empirical Investigation of the Effect of Market Orientation and Entrepreneurship Orientation Alignment on Product Innovation","volume":"12","author":"Ko","year":"2001","journal-title":"Organ. Sci."},{"key":"ref_124","doi-asserted-by":"crossref","first-page":"S257","DOI":"10.3846\/16111699.2011.645865","article-title":"Exploring the effect of Internet marketing orientation, Learning Orientation and Market Orientation on innovativeness and performance: SME (exporters) perspectives","volume":"14","author":"Aziz","year":"2013","journal-title":"J. Bus. Econ. Manag."},{"key":"ref_125","doi-asserted-by":"crossref","first-page":"135","DOI":"10.1504\/IJTM.2016.075155","article-title":"The role of learning capability in market-oriented firms in the context of open innovation-based technology acquisition: Empirical evidence from the Korean manufacturing sector","volume":"70","author":"Kim","year":"2016","journal-title":"Int. J. Technol. Manag."},{"key":"ref_126","doi-asserted-by":"crossref","first-page":"275","DOI":"10.1111\/1540-5885.1240275","article-title":"An Exploratory Analysis of the Impact of Market Orientation on New Product Performance","volume":"12","year":"1995","journal-title":"J. Prod. Innov. Manag."},{"key":"ref_127","doi-asserted-by":"crossref","unstructured":"Liu, J., and Su, J. (2013, January 8\u20139). How does market orientation affect product innovation in China\u2019s manufacturing industry: The contingent value of dynamic capabilities. Proceedings of the Proceedings of the 2013 Conference on Education Technology and Management Science, Nanjing, China.","DOI":"10.2991\/icetms.2013.267"},{"key":"ref_128","doi-asserted-by":"crossref","first-page":"101878","DOI":"10.1016\/j.lrp.2019.03.004","article-title":"Boon or curse? A contingent view on the relationship between strategic planning and organizational ambidexterity","volume":"53","author":"Posch","year":"2020","journal-title":"Long Range Plann."},{"key":"ref_129","doi-asserted-by":"crossref","first-page":"145","DOI":"10.1007\/s10551-014-2476-1","article-title":"Organizational Ambidexterity, Entrepreneurial Orientation, and I-Deals: The Moderating Role of CSR","volume":"135","author":"Tuan","year":"2016","journal-title":"J. Bus. Ethics"},{"key":"ref_130","doi-asserted-by":"crossref","first-page":"131","DOI":"10.1016\/j.indmarman.2016.02.018","article-title":"The interactive effects of entrepreneurial orientation and capability-based HRM on firm performance: The mediating role of innovation ambidexterity","volume":"59","author":"Zhang","year":"2016","journal-title":"Ind. Mark. Manag."},{"key":"ref_131","first-page":"1390","article-title":"Resource Orchestration to Create Competitive Advantage: Breadth, Depth, and Life Cycle Effects","volume":"37","author":"Sirmon","year":"2011","journal-title":"J. Manag."},{"key":"ref_132","doi-asserted-by":"crossref","first-page":"68","DOI":"10.1108\/08876040310461282","article-title":"Market orientation and performance in service firms: Role of innovation","volume":"17","author":"Agarwal","year":"2003","journal-title":"J. Serv. Mark."},{"key":"ref_133","doi-asserted-by":"crossref","first-page":"487","DOI":"10.1016\/j.technovation.2012.03.006","article-title":"The role of service innovation in the market orientation\u2014New service performance linkage","volume":"32","author":"Cheng","year":"2012","journal-title":"Technovation"},{"key":"ref_134","doi-asserted-by":"crossref","first-page":"610","DOI":"10.1016\/j.indmarman.2020.03.012","article-title":"Strategic orientations, marketing proactivity and firm market performance","volume":"91","author":"Gotteland","year":"2020","journal-title":"Ind. Mark. Manag."},{"key":"ref_135","doi-asserted-by":"crossref","first-page":"61","DOI":"10.1509\/jmkg.2005.69.4.61","article-title":"Resolving the Capability\u2013Rigidity Paradox in New Product Innovation","volume":"69","year":"2005","journal-title":"J. Mark."},{"key":"ref_136","doi-asserted-by":"crossref","first-page":"481","DOI":"10.1287\/orsc.1040.0078","article-title":"Exploration vs. Exploitation: An Empirical Test of the Ambidexterity Hypothesis","volume":"15","author":"He","year":"2004","journal-title":"Organ. Sci."},{"key":"ref_137","doi-asserted-by":"crossref","first-page":"203","DOI":"10.1016\/j.jik.2020.07.003","article-title":"Organizational ambidexterity and competitive advantage: The role of strategic agility in the exploration-exploitation paradox","volume":"6","author":"Clauss","year":"2021","journal-title":"J. Innov. Knowl."},{"key":"ref_138","unstructured":"Preda, G. (2014). Organizational Ambidexterity and Competitive Advantage: Toward A Research Model. Manag. Mark. Craiova, 67\u201374."},{"key":"ref_139","doi-asserted-by":"crossref","first-page":"39","DOI":"10.1108\/EJMS-01-2021-0007","article-title":"The interrelatedness of organizational ambidexterity, dynamic capabilities and open innovation: A conceptual model towards a competitive advantage","volume":"26","author":"Blomme","year":"2021","journal-title":"Eur. J. Manag. Stud."},{"key":"ref_140","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1016\/j.jbusres.2019.08.049","article-title":"Finding the microfoundations of organizational ambidexterity\u2014Demystifying the role of top management behavioural integration","volume":"106","author":"Venugopal","year":"2020","journal-title":"J. Bus. Res."},{"key":"ref_141","doi-asserted-by":"crossref","first-page":"431","DOI":"10.1108\/BJM-07-2019-0267","article-title":"International ambidexterity in firms\u2019 innovation of multinational enterprises from emerging economies: An investigation of TMT attributes","volume":"15","author":"Wu","year":"2020","journal-title":"Balt. J. Manag."},{"key":"ref_142","doi-asserted-by":"crossref","first-page":"63","DOI":"10.1016\/j.indmarman.2020.11.005","article-title":"Ambidextrous balance and channel innovation ability in Chinese business circles: The mediating effect of knowledge inertia and guanxi inertia","volume":"93","author":"Fu","year":"2021","journal-title":"Ind. Mark. Manag."},{"key":"ref_143","doi-asserted-by":"crossref","first-page":"79","DOI":"10.1108\/IJEBR-02-2020-0103","article-title":"When is entrepreneurial orientation beneficial for new product performance? The roles of ambidexterity and market turbulence","volume":"27","author":"Huang","year":"2020","journal-title":"Int. J. Entrep. Behav. Res."},{"key":"ref_144","first-page":"1262","article-title":"The dynamics between balanced and combined ambidextrous strategies: A paradoxical affair about the effect of entrepreneurial orientation on SMEs\u2019 performance","volume":"13","author":"Nofiani","year":"2021","journal-title":"J. Entrep. Emerg. Econ."},{"key":"ref_145","first-page":"31","article-title":"Linking Market Orientation and Ambidexterity to Financial Returns with the Mediation of Innovative Performance","volume":"15","author":"Aren","year":"2013","journal-title":"J. Econ. Soc. Res."},{"key":"ref_146","doi-asserted-by":"crossref","first-page":"29","DOI":"10.1016\/j.technovation.2016.08.002","article-title":"Exploratory and exploitative innovation: To what extent do the dimensions of individual level absorptive capacity contribute?","volume":"60\u201361","author":"Enkel","year":"2017","journal-title":"Technovation"},{"key":"ref_147","doi-asserted-by":"crossref","first-page":"84","DOI":"10.1016\/j.eist.2019.03.006","article-title":"Innovation challenges of utilities in informal settlements: Combining a capabilities and regime perspective","volume":"33","author":"Truffer","year":"2019","journal-title":"Environ. Innov. Soc. Transit."},{"key":"ref_148","doi-asserted-by":"crossref","first-page":"497","DOI":"10.13189\/ujm.2015.031204","article-title":"Hybrid Strategy, ambidexterity and environment: Toward an integrated typology","volume":"3","author":"Lapersonne","year":"2015","journal-title":"Univers. J. Manag."},{"key":"ref_149","unstructured":"Morelos G\u00f3mez, J., Vargas Franco, D., and Romero S\u00e1nchez, G. (2024, March 18). The Outstanding Relevance of Frugal Innovation in the Manufacturing Sector of Emerging Economies|Revista Electr\u00f3nica Gesti\u00f3n de las Personas y Tecnolog\u00edas|EBSCOhost. Available online: https:\/\/openurl.ebsco.com\/contentitem\/doi:10.35588%2Fgpt.v16i48.6507?sid=ebsco:plink:crawler&id=ebsco:doi:10.35588%2Fgpt.v16i48.6507."},{"key":"ref_150","unstructured":"(2024, March 18). ITA Tanzania\u2014Manufacturing, Available online: https:\/\/www.trade.gov\/country-commercial-guides\/tanzania-manufacturing."},{"key":"ref_151","doi-asserted-by":"crossref","first-page":"1263","DOI":"10.4236\/ojbm.2021.93068","article-title":"Entrepreneurial Orientations and Business Financial Performance: The Case of Micro Businesses in Tanzania","volume":"9","author":"Nyello","year":"2021","journal-title":"Open J. Bus. Manag."},{"key":"ref_152","doi-asserted-by":"crossref","unstructured":"Fielding, N.G., Blank, G., and Lee, R.M. (2008). The SAGE Handbook of Online Research Methods, SAGE Publications, Ltd.","DOI":"10.4135\/9780857020055"},{"key":"ref_153","doi-asserted-by":"crossref","first-page":"1","DOI":"10.11648\/j.ajtas.20160501.11","article-title":"Comparison of convenience sampling and purposive sampling","volume":"5","author":"Etikan","year":"2016","journal-title":"Am. J. Theor. Appl. Stat."},{"key":"ref_154","doi-asserted-by":"crossref","first-page":"106","DOI":"10.1108\/EBR-10-2013-0128","article-title":"Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research","volume":"26","author":"Hair","year":"2014","journal-title":"Eur. Bus. Rev."},{"key":"ref_155","unstructured":"Hair, J.F., Black, W.C., and Babin, B.J. (2010). Multivariate Data Analysis: A Global Perspective, Pearson Education."},{"key":"ref_156","doi-asserted-by":"crossref","first-page":"343","DOI":"10.1177\/073428299801600407","article-title":"Software Review: Software Programs for Structural Equation Modeling: Amos, EQS, and LISREL","volume":"16","author":"Kline","year":"1998","journal-title":"J. Psychoeduc. Assess."},{"key":"ref_157","doi-asserted-by":"crossref","first-page":"129","DOI":"10.1111\/j.1745-459X.1989.tb00463.x","article-title":"DESIGNS TO BALANCE THE EFFECT OF ORDER OF PRESENTATION AND FIRST-ORDER CARRY-OVER EFFECTS IN HALL TESTS","volume":"4","author":"Macfie","year":"1989","journal-title":"J. Sens. Stud."},{"key":"ref_158","first-page":"1","article-title":"Common Method Bias in PLS-SEM: A Full Collinearity Assessment Approach","volume":"11","author":"Kock","year":"2015","journal-title":"Int. J. E-Collab. IJeC"},{"key":"ref_159","doi-asserted-by":"crossref","first-page":"1275","DOI":"10.1108\/MRR-12-2020-0753","article-title":"Toward the measurement of market orientation: Scale development and validation","volume":"45","author":"Farooq","year":"2021","journal-title":"Manag. Res. Rev."},{"key":"ref_160","doi-asserted-by":"crossref","first-page":"77","DOI":"10.1080\/09652549500000005","article-title":"Measuring Market Orientation: Some Evidence on Narver and Slater\u2019s Three-Component Scale","volume":"3","author":"Siguaw","year":"1995","journal-title":"J. Strateg. Mark."},{"key":"ref_161","doi-asserted-by":"crossref","first-page":"155","DOI":"10.2753\/MTP1069-6679140205","article-title":"A Cross-National Validation of the Narver and Slater Market Orientation Scale","volume":"14","author":"Ward","year":"2006","journal-title":"J. Mark. Theory Pract."},{"key":"ref_162","first-page":"185","article-title":"Ambidexterity as a dynamic capability: Resolving the innovator\u2019s dilemma","volume":"28","author":"Tushman","year":"2008","journal-title":"Res. Organ. Behav."},{"key":"ref_163","first-page":"646","article-title":"Ambidexterity and Performance in Small-to Medium-Sized Firms: The Pivotal Role of Top Management Team Behavioral Integration","volume":"32","author":"Lubatkin","year":"2006","journal-title":"J. Manag."},{"key":"ref_164","doi-asserted-by":"crossref","first-page":"102674","DOI":"10.1016\/j.technovation.2022.102674","article-title":"Measuring frugal innovation capabilities: An initial scale proposition","volume":"121","author":"Rossetto","year":"2023","journal-title":"Technovation"},{"key":"ref_165","unstructured":"Ringle, C., Wende, S., and Becker, J.-M. (2023, November 03). \u201cSmartPLS 4.\u201d Oststeinbek: SmartPLS GmbH. Available online: https:\/\/www.smartpls.com\/."},{"key":"ref_166","doi-asserted-by":"crossref","first-page":"411","DOI":"10.1037\/0033-2909.103.3.411","article-title":"Structural equation modeling in practice: A review and recommended two-step approach","volume":"103","author":"Anderson","year":"1988","journal-title":"Psychol. Bull."},{"key":"ref_167","doi-asserted-by":"crossref","unstructured":"Lohm\u00f6ller, J.-B. (1989). Predictive vs. Structural Modeling: PLS vs. ML. Latent Variable Path Modeling with Partial Least Squares, Physica-Verlag HD.","DOI":"10.1007\/978-3-642-52512-4"},{"key":"ref_168","unstructured":"Hair, J.F., Hult, G.T.M., Ringle, C.M., and Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), SAGE Publications, Incorporated. [2nd ed.]."},{"key":"ref_169","doi-asserted-by":"crossref","unstructured":"Hair, J.F., Hult, G.T.M., Ringle, C.M., Sarstedt, M., Danks, N.P., and Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook, Springer International Publishing.","DOI":"10.1007\/978-3-030-80519-7"},{"key":"ref_170","doi-asserted-by":"crossref","unstructured":"Jr, J.F.H., Sarstedt, M., Ringle, C.M., and Gudergan, S.P. (2017). Advanced Issues in Partial Least Squares Structural Equation Modeling, SAGE Publications.","DOI":"10.1007\/978-3-319-05542-8_15-1"},{"key":"ref_171","doi-asserted-by":"crossref","first-page":"1001","DOI":"10.25300\/MISQ\/2018\/13587","article-title":"Statistical Inference with PLSc Using Bootstrap Confidence Intervals","volume":"42","year":"2018","journal-title":"MIS Q."},{"key":"ref_172","doi-asserted-by":"crossref","first-page":"616","DOI":"10.1007\/s11747-017-0517-x","article-title":"Mirror, mirror on the wall: A comparative evaluation of composite-based structural equation modeling methods","volume":"45","author":"Hair","year":"2017","journal-title":"J. Acad. Mark. Sci."},{"key":"ref_173","doi-asserted-by":"crossref","first-page":"39","DOI":"10.1177\/002224378101800104","article-title":"Evaluating Structural Equation Models with Unobservable Variables and Measurement Error","volume":"18","author":"Fornell","year":"1981","journal-title":"J. Mark. Res."},{"key":"ref_174","doi-asserted-by":"crossref","unstructured":"Homburg, C., Klarmann, M., and Vomberg, A. (2022). Partial Least Squares Structural Equation Modeling. Handbook of Market Research, Springer International Publishing.","DOI":"10.1007\/978-3-319-57413-4"},{"key":"ref_175","doi-asserted-by":"crossref","unstructured":"Hair, J., Hult, G.T.M., Ringle, C.M., and Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling, SAGE Publications, Inc.. [3rd ed.].","DOI":"10.1007\/978-3-030-80519-7"},{"key":"ref_176","unstructured":"Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences, Routledge."},{"key":"ref_177","unstructured":"Chin, W.W. (1998). The Partial Least Squares Approach to Structural Equation Modeling. Modern Methods for Business Research, Lawrence Erlbaum Associates Publishers."},{"key":"ref_178","doi-asserted-by":"crossref","first-page":"159","DOI":"10.1016\/j.csda.2004.03.005","article-title":"PLS path modeling","volume":"48","author":"Tenenhaus","year":"2005","journal-title":"Comput. Stat. Data Anal."},{"key":"ref_179","doi-asserted-by":"crossref","first-page":"197","DOI":"10.1086\/651257","article-title":"Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis","volume":"37","author":"Zhao","year":"2010","journal-title":"J. Consum. Res."},{"key":"ref_180","doi-asserted-by":"crossref","first-page":"44","DOI":"10.1111\/j.1540-5885.2012.00985.x","article-title":"Paths to Success: How Do Market Orientation and Entrepreneurship Orientation Produce New Product Success?","volume":"30","author":"Hong","year":"2013","journal-title":"J. Prod. Innov. Manag."},{"key":"ref_181","unstructured":"Mohammad, I.N., Massie, J.D.D., and Tumewu, F.J. (2019). The Effect of Entrepreneurial Orientation and Innovation Capability Towards Firm Performance in Small and Medium Enterprises (Case Study: Grilled Restaurants in Manado). J. Ris. Ekon. Manaj. Bisnis Dan Akunt., 7."},{"key":"ref_182","doi-asserted-by":"crossref","first-page":"224","DOI":"10.1504\/EJIM.2019.098149","article-title":"The role of exploitative and exploratory innovation in export performance: An analysis of plastics industry SMEs","volume":"13","author":"Ribau","year":"2019","journal-title":"Eur. J Int. Manag."},{"key":"ref_183","doi-asserted-by":"crossref","first-page":"223","DOI":"10.1016\/j.procs.2022.01.028","article-title":"How ICT usage affect frugal innovation in Mexican small firms. The mediating role of entrepreneurial orientation","volume":"199","year":"2022","journal-title":"Procedia Comput. Sci."},{"key":"ref_184","doi-asserted-by":"crossref","first-page":"1233","DOI":"10.1108\/EJIM-10-2019-0274","article-title":"Market orientation and product innovation: The mediating role of technological capability","volume":"24","author":"Aydin","year":"2020","journal-title":"Eur. J. Innov. Manag."},{"key":"ref_185","doi-asserted-by":"crossref","first-page":"216","DOI":"10.1111\/jsbm.12288","article-title":"Market Orientation\u2019s Boundary-Spanning Role to Support Innovation in SMEs","volume":"54","author":"Didonet","year":"2016","journal-title":"J. Small Bus. Manag."},{"key":"ref_186","first-page":"141","article-title":"Uncommoditizing strategies by emerging market firms","volume":"27","author":"Carneiro","year":"2018","journal-title":"Multinatl. Bus. Rev."},{"key":"ref_187","doi-asserted-by":"crossref","first-page":"289","DOI":"10.1108\/MBR-10-2020-0202","article-title":"The role of market orientation and innovation capability in export performance of small- and medium-sized enterprises: A Latin American perspective","volume":"30","author":"Kolbe","year":"2022","journal-title":"Multinatl. Bus. Rev."},{"key":"ref_188","first-page":"633","article-title":"The Mediating Role of Entrepreneurial Orientation in the Task Environment\u2013Performance Relationship: A Meta-Analysis","volume":"39","author":"Rosenbusch","year":"2013","journal-title":"J. Manag."},{"key":"ref_189","doi-asserted-by":"crossref","first-page":"1319","DOI":"10.1016\/j.jbusres.2015.10.099","article-title":"Entrepreneurial orientation pathways to performance: A fuzzy-set analysis","volume":"69","author":"Lisboa","year":"2016","journal-title":"J. Bus. Res."},{"key":"ref_190","doi-asserted-by":"crossref","first-page":"687","DOI":"10.1111\/jpim.12335","article-title":"How Do Transformational Leaders Promote Exploratory and Exploitative Innovation? Examining the Black Box through MASEM","volume":"33","author":"Kraft","year":"2016","journal-title":"J. Prod. Innov. Manag."},{"key":"ref_191","doi-asserted-by":"crossref","first-page":"420","DOI":"10.1080\/0965254X.2013.876084","article-title":"Paths to success: An ambidexterity perspective on how responsive and proactive market orientations affect SMEs\u2019 business performance","volume":"22","author":"Tan","year":"2014","journal-title":"J. Strateg. Mark."},{"key":"ref_192","doi-asserted-by":"crossref","first-page":"5","DOI":"10.1525\/cmr.2011.53.4.5","article-title":"Organizational Ambidexterity in Action: How Managers Explore and Exploit","volume":"53","author":"Tushman","year":"2011","journal-title":"Calif. Manag. Rev."},{"key":"ref_193","first-page":"51","article-title":"Developing Innovation Capability of SME through Contextual Ambidexterity","volume":"22","author":"Kusumastuti","year":"2016","journal-title":"Bisnis Birokrasi J."},{"key":"ref_194","doi-asserted-by":"crossref","first-page":"961","DOI":"10.5267\/j.uscm.2022.2.017","article-title":"Green supply chain management and competitive advantage: The mediating role of organizational ambidexterity","volume":"10","author":"Alshaer","year":"2022","journal-title":"Uncertain Supply Chain Manag."},{"key":"ref_195","doi-asserted-by":"crossref","first-page":"613","DOI":"10.1108\/JBIM-01-2015-0017","article-title":"The mediating role of ambidextrous capability in learning orientation and new product performance","volume":"32","author":"Huang","year":"2017","journal-title":"J. Bus. Ind. Mark."},{"key":"ref_196","doi-asserted-by":"crossref","first-page":"134","DOI":"10.1016\/j.jengtecman.2014.06.001","article-title":"Organizational ambidexterity, market orientation, and firm performance","volume":"33","author":"Wei","year":"2014","journal-title":"J. Eng. Technol. Manag."},{"key":"ref_197","doi-asserted-by":"crossref","first-page":"3117","DOI":"10.1108\/BIJ-02-2017-0024","article-title":"The associations among market orientation, technology orientation, entrepreneurial orientation and organizational performance","volume":"25","author":"Tarhini","year":"2018","journal-title":"Benchmarking Int. J."},{"key":"ref_198","doi-asserted-by":"crossref","first-page":"691","DOI":"10.1108\/JSMA-06-2021-0133","article-title":"Strategic orientations and firm performance: The role of information technology adoption capability","volume":"15","author":"Nugroho","year":"2022","journal-title":"J. Strategy Manag."},{"key":"ref_199","doi-asserted-by":"crossref","first-page":"8","DOI":"10.1186\/s13731-017-0069-9","article-title":"Market orientation, innovation, and firm performance\u2014An analysis of Albanian firms","volume":"6","author":"Prifti","year":"2017","journal-title":"J. Innov. Entrep."},{"key":"ref_200","doi-asserted-by":"crossref","first-page":"143","DOI":"10.1108\/RAUSP-01-2019-0014","article-title":"Entrepreneurial orientation and firm performance: An updated meta-analysis","volume":"55","author":"Soares","year":"2020","journal-title":"RAUSP Manag. J."},{"key":"ref_201","doi-asserted-by":"crossref","first-page":"396","DOI":"10.1108\/LODJ-06-2020-0256","article-title":"Frugal-based innovation model for sustainable development: Technological and market turbulence","volume":"42","author":"Iqbal","year":"2021","journal-title":"Leadersh. Organ. Dev. J."},{"key":"ref_202","first-page":"653","article-title":"A bibliometric map of intellectual communities in frugal innovation literature","volume":"68","author":"Magnusson","year":"2020","journal-title":"IEEE Trans. Eng. Manag."}],"container-title":["Journal of Theoretical and Applied Electronic Commerce Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/0718-1876\/19\/3\/98\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,10]],"date-time":"2025-10-10T15:29:02Z","timestamp":1760110142000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/0718-1876\/19\/3\/98"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2024,8,2]]},"references-count":202,"journal-issue":{"issue":"3","published-online":{"date-parts":[[2024,9]]}},"alternative-id":["jtaer19030098"],"URL":"https:\/\/doi.org\/10.3390\/jtaer19030098","relation":{},"ISSN":["0718-1876"],"issn-type":[{"value":"0718-1876","type":"electronic"}],"subject":[],"published":{"date-parts":[[2024,8,2]]}}}