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This article considers the relationships among the environmental characteristics, entrepreneurial orientation (EO), market orientation (MO), product strategy and firm performance to form a new analytical framework and put forward a comprehensive model and hypothesis. And then drawing upon a sample of 137 start-up firms that come from traditional manufacturing industry and high-tech industry in China's Northeast, it presents evidence to the model. The key conclusion from the evidence is that start-up firms in different industries have different strategy orientation (SO), firm's SO is impacted by environmental characteristics. In addition, firm's product strategy moderate the relationship between SO and firm performance.
Date of Conference: 12-14 Oct. 2008