EFFECT OF ENTREPRENEURSHIP ORIENTATION ON THE PERFORMANCE OF SELECTED BUSINESSES IN ADAMAWA STATE

Abstract

The success of any business depends to a large extent on the level of owners, managers, and employees’ entrepreneurial orientation. Thus, the aim of this study is to evaluate the direct effect of innovativeness and proactiveness dimensions of entrepreneurial orientation on business performance in terms of market share and sales volume. A quantitative research design was adopted and questionnaire used to collect data from 80 workers in 10 sampled businesses using convenience sampling technique. Simple linear regression was used to test the study hypotheses and the results revealed that, innovativeness has positive significant effect on market share (β = 0.492; P = 0.000) and proactiveness has positive significant effect on sales volume (β = 0.631; P = 0.000). Conclusion was made that, innovativeness, and proactiveness dimensions of entrepreneurial orientation have significant and positive effect on business performance in terms of market share and sales volume. Hence, an increase in the dimensions will improve business performance in terms of increase business market share and sales volume. The study recommends that owners, managers and employees of businesses should entrepreneurial oriented in terms of been innovative and proactive in doing business so as to increase their market share and sales volume in a competitive business environment.