The role of the entrepreneurial characteristics of the artisan entrepreneur in adopting the strategic orientation

Abstract

The objective of the study is to determine the extent to which the entrepreneurial characteristics of the artisan entrepreneur are represented in the (the Need For Cognition and the need for achievement) in adopting the strategic orientation represented in the (Entrepreneurial Orientation and Market Orientation) in the artisanal enterprise in the state of Ouargla. The questionnaire tool was used on a sample of 30 in the artisanal enterprise and processed with spss v.22.

The study reached a number of results, the most important of which are: the artisanal enterprise is more responsive to the market orientation than the entrepreneurial orientation; the Need For Cognition did not contribute to adopting the strategic orientation in contrast to the need for achievement which contributed to adopting the market orientation only.