Zulnaidi Yaacob,Nor Hasliza Md. Saad,Norziani Dahalan
Theoretically, Entrepreneurial Orientation (EO) has been linked to business performance. Studies reported in the literature, however, suggested that the link between EO and business performance would be better explained if researchers had taken both internal and external contextual factors into consideration. Therefore, the model of the EO impact on business performance has expanded from a simple direct relationship between independent and dependent variables, into a more complex model that integrates mediating and moderating variables. This study aimed to suggest possible contextual factors for future research in investigating the relationship between entrepreneurial orientation and business performance. Therefore, this paper reviewed selected previous studies and suggested three contextual factors, namely the type of business ownership, innovation-driven business, and external environment, i.e. location of a business, all of which are potential for further investigation and research on EO.