Purpose - This research examined the relationship between business orientation and business goals and satisfaction of Korean-American business owners. Research design/data/methodology - Entrepreneurial Orientation (EO) and Small Business Orientation (SBO) were the theoretical constructs underlying this research. The responses from 200 Korean-American business owners who participated in the 2005 National Minority Business Owner Surveys were used for data analysis. Results - Noneconomic business goal was positively related to business owners’ SBO tendency, and those with a SBO tendency had the higher business satisfaction than those with EO. Conclusions - The findings suggest that policy makers should develop business assistance programs that correspond with owners’ business orientation.

• Jay-Sang Ryu(Assistant Professor, School of Family and Consumer Sciences, Texas State University San Marcos) Corresponding author
• Jane Swinney(Associate Professor, Department of Design, Housing and Merchandising Merchandising,)
• Glenn Muske(Rural and Agribusiness Enterprise Development Specialist, Center for Community Vitality, North Dakota State University)
• Ramona Kay Zachary(Professor, Department of Management, Baruch College)