Abstract
Adopting a knowledge-based view of the firm, this paper explores how different contents of firm-level entrepreneurship may influence performance of companies in mature industries. More specifically, this paper aims at: 1) identifying what kind of entrepreneurial behavior (new-market entry, new-product development, diversification) is more suitable to survive and prosper in mature industries; 2) discussing if knowledge sharing is to be promoted to successfully compete in these industries; 3) identifying which kind of knowledge (market knowledge or technology knowledge) is most needed to develop entrepreneurial behavior in mature industries.