Business success in a dynamic operating environment is an important inquiry in the entrepreneurship literature. Entrepreneurial orientation as one of the construct associated with business success is considered a key factor for new and small business sustainability for economic development and growth. This paper provides a review of entrepreneurial orientation with an objective to highlight a particular path that entrepreneurs may follow in order to establish a sustainable enterprise in a competitive environment. It also provides some future direction concerning the strategic approaches that ought to be developed in order to establish and sustain new and small-scale enterprises through engagement of entrepreneurial orientation in strategic actions and behavior.
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RUFORUM Working document series
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