Market-oriented entrepreneurship and the impact of social media and crowdsourcing on continuous organizational learning. An empirical study

Abstract

This research highlights the relationship between the market orientation of entrepreneurs and continuous organizational learning, as well as the influence of the use of social media and crowdsourcing as ideal tools for the implementation of the market orientation strategy for entrepreneurs. The empirical study was carried out in four and five-star hotels. The conclusions also recommend the widespread use of crowdsourcing as an indispensable tool for solving entrepreneurs' problems, capturing new ideas from Internet users and obtaining opinions on products and services, thus collaborating in continuous innovation in entrepreneurs. These tools represent a very important source of information for the market orientation strategy for entrepreneurs, which in turn encourages continuous organizational learning, ensuring that sustainable competitive advantages are gained over time.