10.6084/m9.figshare.6124823.v1 KAREN RAPHAELE CANTALEANO KAREN RAPHAELE CANTALEANO GRAZIELA PERRETTO RODRIGUES GRAZIELA PERRETTO RODRIGUES TOMAS SPARANO MARTINS TOMAS SPARANO MARTINS THE MEDIATING EFFECT OF PROACTIVE MARKET ORIENTATION CAPABILITY IN ENTREPRENEURIAL ORIENTATION AND SERVICE INNOVATION SciELO journals 2018 Entrepreneurial orientation Proactive market orientation capability Marketing capability Service innovation Micro and small business 2018-04-11 02:45:21 Figure https://scielo.figshare.com/articles/figure/THE_MEDIATING_EFFECT_OF_PROACTIVE_MARKET_ORIENTATION_CAPABILITY_IN_ENTREPRENEURIAL_ORIENTATION_AND_SERVICE_INNOVATION/6124823 <div><p>ABSTRACT Purpose: The purpose of this article is to verify the mediating effect of a proactive market orientation capability in the relationship between entrepreneurial orientation (EO) and service innovation in micro and small companies in the food-away from home sector. We analyzed the mediating effect of a marketing capability (proactive market capability) because, according to Morgan et al. (2009), a capability is an ability developed from a strategic orientation, and capabilities and orientations together contribute to organizational performance. Originality/Value: The article verifies the mediating effect of a specific marketing capability, the proactive market orientation (PMO) in the proposed relationship. Most studies on market orientation (OM) treat the construct as a business strategic orientation, but few studies investigate market orientation based on the perspective of dynamic capabilities (Hou, 2008). Design/methodology/approach: A quantitative survey was carried out using a non-probabilistic sampling technique for convenience with 168 establishments. The research was carried out in micro and small companies of the food-way from home sector of Curitiba PR, and the respondents were the managers and owners of the establishments. Findings: The results indicate the existence of the mediating effect of PMO in the relationship between EO and service innovation.</p></div>