Do Managers Shape Enterprise Outcomes? Managerial Orientation, Innovation Performance, and Demographic Moderators in the Hungarian Wine Sector

ABSTRACT Managerial capabilities play a critical role in shaping firm innovation and environmental performance, yet evidence for small‐ and medium‐sized enterprises in traditional sectors remains limited. This study examines the association between managerial orientation and two performance outcomes—product/marketing innovation and eco‐innovation—using survey data from wineries in the Hungarian wine sector. Managerial orientation is conceptualized as an individual‐level strategic capability and