Being entrepreneur : be market oriented to innovate

Abstract EN

In contrast of all developed economies, the Algerian economy doesn’t really have the necessary entrepreneurship projects to steer away from over reliance on hydrocarbons.

Entrepreneurs have to be innovative and rely on the innovation for sustainable competitive advantage.

In the other hand, Market orientation represents a source of new ideas for changes, improvements and motivations to respond to the market and mainly before competitors do, by delivering continuously superior customer value, which is in fact what entrepreneurship is about.

This research explores the impact of market orientation, as a success factor, on Entrepreneurs innovation.

Using a hypothesis testing approach, the research examines the effect of the organization’s market orientation on innovation.

With a judgment sampling, this research targets entrepreneurs, asked to respond to questionnaires.

Hypotheses are analyzed using SPSS program.

This research is of great originality and importance in that it provides evidence of the extent to which Algerian entrepreneurs are conscious of the prominence of being innovative in order to sustain competitive advantage.

Also, the results indicate that a strong market orientation is critical for entrepreneurs’ innovations, and sustaining competitive advantage but only via innovation, as the heart of the entrepreneurship.