"
ABSTRAKDalam kondisi lingkungan dinamis dan cenderung turbulent, perusahaan harus
bertahan dan memimpin pasar dengan sustainable competitive advantage.
Dikarenakan turbulensi, perubahan pasar semakin sengit, cepat dan terkadang
unpredictable. Dengan demikian, perusahaan memerlukan tingkat market
orientation yang tinggi untuk memahami pasar. Secara internal, seluruh anggota
perusahaan perlu mengembangkan Entrepreneurial Attitude Orientation yang
seringkali dianggap hanya ada di perusahaan start ups. EAO dapat pula muncul di
perusahaan besar dalam bentuk yang berbeda. Interface kewirausahaan dengan
pemasaran dikenal dengan Entrepreneurial Marketing (EM). Ada dugaan bahwa
tingginya kadar MO dan tingginya EAO akan mengakibatkan EM yang tinggi
pula. Penelitian ini dimaksudkan menggali hal tersebut.
ABSTRACTIn dynamic and turbulent environment, company needs to survive and lead the
market by achieving sustainable competitive advantage. Due to the turbulence,
changes in market become severe, faster, and sometimes unpredicted. Thus,
company needs a high market orientation to understand the market. Internally, all
company members need to improve Entrepreneurial Attitude Orientation which is
often misinterpreted to apply only in startup business ventures. EAO might appear
in big companies, in different forms. The interface between entrepreneurial and
marketing is known as Entrepreneurial Marketing (EM). It is suspected that higher
MO and EAO level will impact on higher EM. This research intends to dig this
matter."
Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2012
