Investigating the relationship between entrepreneurial orientation and new product development performance

In the context of increasing competition and the need for continuous innovation in emerging markets, this study aims to analyze the impact of the components of entrepreneurial orientation (EO) on new product development performance (NPDP), and examine the mediating role of Business Model Innovation (BMI) and Technology Capability (TC), as well as the moderating role of Perceived Institutional Support (PIS) among OCOP businesses in the Southeast region, Vietnam. The PLS-SEM method was applied using SmartPLS software with 480 survey samples to test the relationships. The results show that two of three dimensions of EO including Proactiveness (PRO) and Risk-taking (RT) directly and positively impact NPDP but Innovativeness (INN) is not supported. BMI and TC thus play a mediating role for the EO-NPDP relationship, PIS is identified as a positive moderator between two components of EO (Innovativeness and Proactiveness) and NPDP, while its moderating role for RT is not supported. The study contributes to extending the theoretical basis of EO, dynamic capabilities and institutional theory to innovation in the context of OCOP enterprises. The research also provides management implications to improve product innovation performance of OCOP enterprises in the Southeast, Vietnam.