, MNE3702 ASSIGNMENT 2 SEMESTER 2 2026 ANSWERS
DUE DATE: 2026
QUESTION 1:
Critical Evaluation of the Three Dimensions of Entrepreneurial Orientation Demonstrated by
Ultra Liquors
Entrepreneurial Orientation (EO) describes the extent to which an organisation demonstrates
entrepreneurial behaviours when pursuing opportunities and responding to its competitive
environment. The three dimensions most clearly demonstrated by Ultra Liquors are
innovativeness, proactiveness and risk-taking. These dimensions demonstrate how the
organisation seeks to adapt to changing customer preferences, technological developments
and competitive pressures within the liquor retail industry.
1.1 Innovativeness
Innovativeness refers to an organisation’s willingness to support and implement new ideas,
products, services, technologies and processes (Lumpkin and Dess, 1996). Ultra Liquors
demonstrates innovativeness through its adoption of new approaches to retailing and
customer engagement. The organisation has moved beyond traditional liquor retailing by
embracing digital technologies and alternative methods of interacting with customers. This
demonstrates an understanding that innovation can involve not only new products but also
new processes, services and methods of creating customer value (Covin and Slevin, 1989).
The organisation’s innovative approach is particularly important in an industry where
customers increasingly expect convenience, accessibility and digitally enabled purchasing
experiences. By incorporating new technologies and retail practices, Ultra Liquors can
improve customer convenience while also strengthening its ability to compete with other
retailers. Innovation can therefore provide opportunities for differentiation and improved
organisational performance (Miller, 1983).
DUE DATE: 2026
QUESTION 1:
Critical Evaluation of the Three Dimensions of Entrepreneurial Orientation Demonstrated by
Ultra Liquors
Entrepreneurial Orientation (EO) describes the extent to which an organisation demonstrates
entrepreneurial behaviours when pursuing opportunities and responding to its competitive
environment. The three dimensions most clearly demonstrated by Ultra Liquors are
innovativeness, proactiveness and risk-taking. These dimensions demonstrate how the
organisation seeks to adapt to changing customer preferences, technological developments
and competitive pressures within the liquor retail industry.
1.1 Innovativeness
Innovativeness refers to an organisation’s willingness to support and implement new ideas,
products, services, technologies and processes (Lumpkin and Dess, 1996). Ultra Liquors
demonstrates innovativeness through its adoption of new approaches to retailing and
customer engagement. The organisation has moved beyond traditional liquor retailing by
embracing digital technologies and alternative methods of interacting with customers. This
demonstrates an understanding that innovation can involve not only new products but also
new processes, services and methods of creating customer value (Covin and Slevin, 1989).
The organisation’s innovative approach is particularly important in an industry where
customers increasingly expect convenience, accessibility and digitally enabled purchasing
experiences. By incorporating new technologies and retail practices, Ultra Liquors can
improve customer convenience while also strengthening its ability to compete with other
retailers. Innovation can therefore provide opportunities for differentiation and improved
organisational performance (Miller, 1983).
