Entrepreneurial and market orientation impact on business performance: a case study of forklift industry

Most companies in the logistics and warehousing industry use forklift as one of their main equipment. Meanwhile, forklift s also play a vital role in pushing the global economy forward refers to their multiple uses. The perspective of this study is from the heavy equipment service companies which rent forklift for their clients’ operations. This study aims to investigate the role of entrepreneurial orientation to optimize business performance through market orientation and marketing management. However, this study considers market intelligence is one of key success factors. We use Structural Equation Model (PLS) to do the analysis, involving 92 respondents from logistics and warehousing companies that rent forklift s. Our study fi nds that entrepreneurial orientation most eff ectively enhances business performance through market orientation. Nevertheless, marketing management slightly plays as a mediating variable to enhance business performance. Marketing intelligence has signifi cant impact towards entrepreneurial orientation, but does not have signifi cant impact towards market orientation, marketing management, and business performance. Interestingly, entrepreneurial orientation does not have a signifi cant impact on marketing management and business performance. This study contributes to marketing management and strategic management literature, particularly in the heavy equipment service companies which is very rare. Practically, this study contributes to the industry in leveraging their business performance.