Within the literature of marketing and management, researchers have explored different models that examine the relationships between market orientation, entrepreneurship, and performance. In this paper, we offer a new model that includes curvilinearity in the moderating effect of entrepreneurship on the relationship between market orientation and performance.  Utilizing structural equation modeling, we test our proposed model using a sample of 231 not-for-profit hospitals. The proposed model produces the best fit.  The theoretical and managerial implications are discussed.



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