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Item type:Publication, Perceptions and contradictions: A study of market orientation and innovation among Cuban entrepreneurs(Emerald Publishing, 2024-11-13)This study aims to examine whether market orientation or innovation is a more significant mediator between an entrepreneur’s culture and perceived success in Cuba, where innovation is highly regarded because of economic challenges and US embargoes, but doubts persist about market orientation because of its socialist economy. Design/methodology/approach: Havana entrepreneurs were surveyed on culture, market orientation and innovation. Data were analyzed using structural equation modeling with the partial least squares approach in SmartPLS 4. Findings: The results showed partial mediation for both market orientation and innovation. Culture significantly affects performance directly. Surprisingly, a less market-oriented culture enhances performance, with innovation acting as the stronger mediator, despite the inverse relationship between market orientation and innovation. Research limitations/implications: The limitations include reliance on self-reported measures, lack of objective performance verification and a narrow focus on entrepreneurs rather than clients. Despite these constraints, the study provides valuable exploratory insights into Cuba’s closed economy, following the principle of being “approximately right than exactly wrong.” Practical implications: The findings confirm the positive impact of Cubans’ innovative spirit on performance but reveal a contradiction: less market-oriented cultures perceive themselves as market-oriented and perform better. This misperception suggests the need for further investigation and training to promote market-oriented business culture. Collaboration with international business schools may be necessary, as this distortion could harm customer satisfaction. Originality/value: The originality of the research lies in that, to the best of the authors’ knowledge, this is the first study on Cuban entrepreneurs’ market orientation. It has the value to illustrate how socialists’ ideology can contradict assumed theoretical established approaches about market functioning. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Liliana Lemaître’s Technological Race: Innovate or Fall Behind(Emerald Publishing, 2023-01-01)Learning outcomes: Upon completion of this case study, students will be able to analyze the interplay between small business growth and innovation in sustainable entrepreneurial success; evaluate factors influencing the adoption of technological innovations within startups; and decide on the optimal technological innovation for achieving sustainable growth in a startup. Case overview/synopsis: This case study is about Liliana, a young Colombian entrepreneur. She had to decide how to innovate in her process of providing regulatory compliance and due diligence consulting services. According to Law 1778 of 2016, compliance and due diligence services became mandatory for companies with international operations in Colombia. Lemaître, Liliana’s venture, provided this service in an artisanal way. However, her market required the incorporation of technologies. Liliana must choose what to automate in her process and what to keep traditional. Not innovating meant Lemaître would be unable to grow, causing the sustainability of the business would to be at risk. Complexity academic level: This case study is suitable for use for master of business administration students and in executive education short courses. Supplementary materials: Teaching notes are available for educators only. Subject code: CSS 3: Entrepreneurship.