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How collaboration impacts in the market orientation-performance relationship of SMEs? A perspective from belt and road initiative

Zafran Ahmad (College of Management and Economics, Beijing University of Technology, Beijing, China)
Liu Chao (College of Management and Economics, Beijing University of Technology, Beijing, China)
Wang Chao (College of Management and Economics, Beijing University of Technology, Beijing, China)
Saqib Ilyas (Business School, University of Central Punjab, Lahore, Pakistan)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 6 November 2020

Issue publication date: 25 May 2021

316

Abstract

Purpose

This article extends knowledge of market orientation (MO) and strategic collaboration by analyzing MO-collaborations in the context of firm performance of small- and medium-sized enterprises (SMEs).

Design/methodology/approach

A proposed framework built on the Knowledge and resource-based theory was tested using Structural Equation Modelling with data collected from 171 SMEs.

Findings

This research study supported the direct impact of market orientation on performance as well as the mediating role of collaboration in this focal relationship and assumed it would have a significant role in SME’s performance.

Practical implications

These findings have noteworthy implications for managers. Managers can focus on potential collaboration in order to acquire the needed assets. Owners-mangers should closely evaluate the FTAs, economic corridors, and regional cooperation agreements like BRI as these sources can lead them to collaboration with international partners. Additionally, it provides insight for entrepreneurs, business practitioners, and stakeholders of SMEs that are already operating or plan to increase their market share.

Originality/value

The study findings give interesting bits of knowledge to academia, entrepreneurs, and small- and medium-sized enterprises (SMEs). Given that market orientation and collaboration must proceed in parallel to improve firm performance, Assets like MO provide valuable knowledge and information about partners, which will lead to further valuable information to help the SME succeed. This study further extend the KBV theory recommendation that information and knowledge on collaboration works better and integration will be more successful in ‘resource rich’ firms.

Keywords

Acknowledgements

This work has been supported in part by the National Natural Science Foundation of China (61773029, 61273230 and 61603011), Beijing Municipal High-level Teachers Team Construction Support Plan Great Wall Scholars Training Project (CIT & TCD20170304).

Declaration of conflict of interest: The author(s) declare that they have no conflict of interest.

Citation

Ahmad, Z., Chao, L., Chao, W. and Ilyas, S. (2021), "How collaboration impacts in the market orientation-performance relationship of SMEs? A perspective from belt and road initiative", Journal of Business & Industrial Marketing, Vol. 36 No. 5, pp. 796-806. https://doi.org/10.1108/JBIM-12-2019-0518

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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