The concept of entrepreneurial orientation (EO) is widely accepted as a significant theory in
the literature on firm-level entrepreneurship. Despite the collectivity of research, which
continues to demonstrate that entrepreneurship and EO differ in nature and according to
context, too often, context is ignored. To address this gap, this paper proposes a conceptual
framework based on three suddimensions of EO (innovativeness, risk-taking and
proactiveness) and a qualitative, multiple case study approach that incorporates data from …