Abstract: “Managing product innovations that hold future success in today’s competitive and dynamic global markets reflects on the firm’s domains of entrepreneurship man oeuvres. This research diagnoses the entrepreneurial spirits of restaurateurs in Malaysia by examining their entrepreneurial orientations (EOs) when engaging into new product innovation. The results of the Exploratory Factor Analysis (EFA) indicated that ‘the spirit of risk-taking’- one of the nine-domain of EOs that were based upon in this study (Salavou and Lioukas, 2003) – appeared to be unfounded. The eight-domain of EOs was then structured into two-dimensional construct model, and subsequently, tested of its model fit indexes using a covariance-based structural equation modelling (AMOS). The implication of these findings is discussed along with the limitations and future direction of this study.”

Keywords: menu innovation, product innovation, entrepreneurial orientations, structural equation modelling, restaurant, Malaysia