Seeing Green in Several Ways: The Interplay of Entrepreneurial, Sustainable and Market Orientations on Executive Scanning and Small Business Performance

Research on entrepreneurial, sustainable and market orientations indicate that the lenses small business executives and entrepreneurs apply to the strategic environment affect information processing. In this mixed method work, we discovered evidence that entrepreneurial, sustainable and market orientations affect small business executive information processing. Results also demonstrate relationships between the orientations and firm performance. Moreover, our findings indicate that executives who ascribe to one or multiple orientations attend to different primary industry challenges and opportunities. This work contributes to small business and entrepreneurship scholarship by demonstrating linkages between executive orientation, information processing and firm performance. EXECUTIVE SUMMARY