ABSTRAKDalam kondisi lingkungan dinamis dan cenderung turbulent, perusahaan harusbertahan dan memimpin pasar dengan sustainable competitive advantage.Dikarenakan turbulensi, perubahan pasar semakin sengit, cepat dan terkadangunpredictable. Dengan demikian, perusahaan memerlukan tingkat marketorientation yang tinggi untuk memahami pasar. Secara internal, seluruh anggotaperusahaan perlu mengembangkan Entrepreneurial Attitude Orientation yangseringkali dianggap hanya ada di perusahaan start ups. EAO dapat pula muncul diperusahaan besar dalam bentuk yang berbeda. Interface kewirausahaan denganpemasaran dikenal dengan Entrepreneurial Marketing (EM). Ada dugaan bahwatingginya kadar MO dan tingginya EAO akan mengakibatkan EM yang tinggipula. Penelitian ini dimaksudkan menggali hal tersebut.

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ABSTRACTIn dynamic and turbulent environment, company needs to survive and lead themarket 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, allcompany members need to improve Entrepreneurial Attitude Orientation which isoften misinterpreted to apply only in startup business ventures. EAO might appearin big companies, in different forms. The interface between entrepreneurial andmarketing is known as Entrepreneurial Marketing (EM). It is suspected that higherMO and EAO level will impact on higher EM. This research intends to dig thismatter.