Entrepreneurial Orientation

2.2.2.5. Competitive Aggressiveness

Aggressiveness is about competitive strategic behavior on market share expansion. Pearce et al, (2009) indicate that aggressiveness is associated with growth in existing markets. This involves intensity of a firm’s effort to outperform rivals, which is characterized by a strong competitive drive to competitive threats or strong offensive posture (Rauch et al, 2009: Gawel, 2012). Stambaugh, Yu & Dubinsky (2011) draw a distinction between aggressiveness and proactive that competitive aggressiveness stands for propensity to improve position to deal with threats imposed by competitors over existing customers, while proactive pursuit of new markets and new customers.

To foster competitive aggressiveness behavior, Stambaugh et al (2011) outlines awareness, motivation and capability. Awareness implies rival analysis on the real time tracking, while motivation refers to propensity to take necessary step in furthering their performance against the competitor. Moreover, capacity outlines the tangible resource which is deployed with aim to outperform competitors. However, Rauch et al. (2009) consider that competitive aggressiveness may be less valid in certain cultural contexts.