A Comparative Study of Cultural Dimension as an Influencing Factor to Entrepreneurial Orientation

The purpose of this study is to evaluate how proactiveness and risk-taking of entrepreneurial orientation appearing in SMEs and the level of performance-oriented and human-oriented dimension of national culture are related. Selective comparative research on eight hypotheses were established with data collected from 387 South Korea and Thailand SMEs to verify the level of relationship of two national cultural dimensions of GLOBE project, and level of entrepreneurial orientation of the SMEs’ from both countries. The result of hypothesis tests provide important implication on this topic. While performance-oriented culture level has positive influence on SME’s risk-taking and proactiveness level, human-oriented culture level has negative influence on proactiveness level, and the negative relations of risk-taking level was rejected. South Korea’s intensity of positive relationship of performance-oriented culture to the level of risk-taking and proactiveness is stronger than those of Thailand. On the contrary, Thailand’s intensity of negative relationship of Human-oriented culture level to the level of proactiveness is stronger than those of South Korea. Hypothesis regarding relationship and intensity between two countries of Human-oriented culture level to the level of risk-taking cannot be verified.