Given the intensive market competition, a startup business's growth largely depends on how the entrepreneur establishes a unique value proposition by injecting novelty and meaningfulness into new product development, which triggers proactive and innovative behavior with a risk-taking propensity of the founder's entrepreneurial orientation. Research recently suggested that religious beliefs profoundly influence individuals' decision-making by regulating their life attitudes, career aspirations, and value. Nevertheless, little is known about how entrepreneurial behaviors are affected by the entrepreneurs' religion, which regulates individuals' judgment of market uncertainty and the anticipation of future opportunities.
This study explores the role of Buddhist philosophy in Asian entrepreneurs' entrepreneurial orientation and their startup's product creativity, which explains how Buddhism enhances new product creativity by boosting the founder's entrepreneurial orientation. The moderating effects of religious commitment and stress tolerance are also investigated. Our study conducted a sample of 331 SME entrepreneurs from two Asia Pacific countries where Buddhism culture is prevalent, Thailand and Taiwan. Notably, the findings reveal that Buddhist entrepreneurs have a higher entrepreneurial orientation than non-Buddhist entrepreneurs; the relationship is stronger when the entrepreneur has high levels of religious commitment. As predicted, entrepreneurial orientation substantially impacts a startup firm's new product novelty and meaningfulness, especially when the entrepreneurs have higher stress tolerance. Our results point to an interesting discovery of how Buddhist philosophy determines entrepreneurs' behavioral posture by embracing the beliefs that opportunities do not emerge spontaneously but are created by learning-driven actions, the connotation echoing the Western scholarly view of entrepreneurial bricolage.

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