Entrepreneurial orientation: a systematic literature review and future research

Purpose This study aims to review entrepreneurial orientation (EO) research, examining its conceptual foundations, influencing factors and impact on firm performance. It synthesises key areas of divergence within the EO research and develops a consolidated framework to guide future research across diverse contexts and industries. Design/methodology/approach A systematic literature review approach was used, analysing 155 peer-reviewed articles published in 61 academic journals from 2012 to 2024. The study categorises EO research based on theoretical frameworks, mediating and moderating factors, antecedents and performance implications. Findings This analysis demonstrates EO’s expansion and growing relevance across multiple disciplines and industries. It highlights geographical disparities in EO research, emphasising the need for further studies in under-represented regions. This study identifies key mediators and moderators shaping EO’s influence on firm performance, reinforcing the role of strategic adaptability. Additionally, it underscores the importance of broadening EO performance measures beyond financial indicators for a more comprehensive evaluation. Research limitations/implications Drawing from the synthesis, this study proposes a consolidated framework that integrates EO’s conceptual dimensions, contextual variables and performance linkages. By addressing the lack of consensus within EO literature, the framework offers a structured foundation for future research. It also highlights the need for standardising EO measurement and conceptualisation for better comparability. Furthermore, this study emphasises the need for more EO research in under-represented regions, particularly South Asia, Latin America and sub-Saharan Africa. Future studies should integrate digital transformation and sustainability in EO frameworks. Practical implications Entrepreneurs and business leaders can leverage EO strategies to enhance innovation, competitiveness and adaptability. The findings suggest that firms should tailor EO approaches to their industry and market conditions, ensuring optimal performance outcomes. Social implications EO plays a vital role in economic development by fostering innovation, job creation and business sustainability. Understanding EO across cultural contexts can help policymakers design more effective entrepreneurship-support policies. Originality/value This study contributes to EO literature by systematically mapping its evolution and highlighting emerging research directions. By developing a consolidated framework, it addresses conceptual fragmentation and offers valuable insights for academics, practitioners and policymakers interested in entrepreneurship and business strategy.