Linking Strategy Orientation to Performance Based on the View of Entrepreneurship: Taking Traditional Manufacturing Industry and High-tech Industry for Instance

This article considers the relationships among the environmental characteristics, entrepreneurial orientation (EO), market orientation (MO), product strategy and firm performance to form a new analytical framework and put forward a comprehensive model and hypothesis. And then drawing upon a sample of 137 start-up firms that come from traditional manufacturing industry and high-tech industry in China´s Northeast, it presents evidence to the model. The key conclusion from the evidence is that start-up firms in different industries have different strategy orientation (SO), firm´s SO is impacted by environmental characteristics. In addition, firm´s product strategy moderate the relationship between SO and firm performance.