Research Report: Entrepreneurship and Market Orientation Evaluation

This report investigates the relationship between entrepreneurship and market orientation, focusing on the UK hotel industry. The research aims to evaluate the link between entrepreneurship and market orientation, analyzing consumer behavior as a driver of entrepreneurial success. The methodology includes a positivism philosophy and quantitative methods, utilizing questionnaires with closed questions distributed to consumers and employees within the UK hotel industry. The study addresses ethical considerations such as informed consent and data confidentiality. Potential outcomes include a better understanding of consumer decision-making processes and support for market orientation principles. The report also includes a Gantt chart, risk assessment, and a conceptual map, along with a list of references to support the findings. The research highlights the importance of understanding consumer behavior and market orientation for business success.

TO EVALUATE THE LINKAGE BETWEEN
ENTREPRENEURSHIP AND MARKET
ORIENTATION

Introduction
In current time, increasing uncertainties has increased the need of put
attention on the firms overall business orientation in significant manner.
Market orientation is important in present time as it shows the understanding
of a company regarding customers, market and more. Presently, market
orientation has become significantly important in order to gain the attention
of more and more customers.

Aim and Objectives
Research Aim: TO EVALUATE THE LINKAGE BETWEEN ENTREPRENEURSHIP AND
MARKET ORIENTATION
Research Objectives:
• To analyze consumers behavior as the fundamental driver of entrepreneurial success.
Has to be in line with the definition of market orientation

Literature Review:
According to Hofmann, (2019), consumer behavior refers to the study of
individuals, groups, organizations and other related activities that are
associated with the purchase, use of goods and services. It basically shows
the way in which emotions, attitude and behavior of customers affects their
buying behavior in significant manner.

Literature Review
According to Gupta, (2018), Market orientation is an approach to identify the needs, demands and requirements of
customers to offer them appropriate products in order to satisfy their needs appropriately. Consumer behavior is
significantly link with market orientation. During market orientation, the main purpose is to analyze the behavior
of customer in order to satisfy their demands in an appropriate way. Basically, market orientation is a business
related philosophy where main focus is on meeting with the demand and needs of customers in significant manner.
In market orientation approach, the main focus of a company is to design such products or services which can
satisfy the needs & demand of customers in the best possible way. Through the effective market orientation, it is
possible to discover and fulfill demands of customers efficiently.

Methodology
It comprises and forms out the one of the
mist vital section of a research project as it
creates and provide information about the
various approaches as well as the method
that are being applied and used by the
researcher to carry out an investigation in
most effective and systematic manner.

Methods
Quantitative
Method
Positivism
philosophy
Closed Questions
Questionnaire

Participants
• For the collection of the primary set of data, the participants
would be selected from the consumers and employees
working within the hotel industry of UK.
• The selection of the 50 participants would be made with the
help of the random method of sampling from the area
population of the customers and employees of hotel industry
of UK.

Ethics
It has been seen that at the time of performing any set of the research study,
it is very vital and important to comply ad consider ethics. The most
important ethical considerations include taking consent from the
participants prior to participate in the study. Further, maintaining and
keeping the confidentiality of data is also a vital ethical to ensure that all the
data must be kept confidential as well as should also maintain the
anonymity of participants that needs to be respected.

Potential Outcomes
The potential outcome of current project would include of the better
understanding about the actions and process of decision-making of buyers when
they purchase a particular product or consumer service that would supports the
higher productivity level within the hotel industry. Along with this, the current
study would also supports review of the key market orientation that is based on a
business related philosophy where main focus is on meeting with the demand and
needs of customers in significant manner.

Gantt Chart

Risk Registered
• Risk tend to present about the possible threats that are being faced while undertaking a
project.
• Lack of response from the selected participants is a major risk that is faced while
conducting current project. Thus, as a further action it has been decided to mail as well
as share the questionnaire through other online challenges to ensure timely reminder
and reply from the participants.
• Maintaining the authenticity and confidentiality of data is also a major risk along with
maintain the reliability of facts. Thus, data would be collected only from reliable set of
sources which have proper copyright and other measures to support collection of
authentic set of data.