ENTREPRENEURS' ATTITUDES, STRATEGY CHOICES, AND FIRM PERFORMANCE

Abstract

This paper focuses on how attitudes affect entrepreneur’s strategy selection at the organizational level. It also attempts to discover if contingencies exist in this relationship that may account for differences in firm performance. The model developed, based on the existing literature, is tested using a sample of 60 wineries, still operated by their founding entrepreneurs. The results indicate that entrepreneurs used different approaches to impart their values and beliefs to their firms. While we show that this affects the eventual strategy choice, the data indicates that firms can be equally profitable with multiple sets of attitude and strategy combinations.entrepreneurial strategy, beliefs, attitudes, firm performance, emergent strategy, deliberate strategy