Abstract

This paper is an attempt to stimulate interest among UIC/AMA Research Symposia participants and AMA MESIG members to engage in a cooperative research venture to better understand the interrelationships between the antecedents of the marketing and entrepreneurial orientations and the outcomes of specific orientations. Moderators are proposed to include stage of organizational life-cycle and geographic setting. This project was conceived at the 1994 UIC/AMA meeting and is open to all interested parties.