To read this content please select one of the options below:

Market-orientation, entrepreneurial-orientation and SMEs’ performance: the mediating roles of marketing capabilities and competitive strategies

Muhammad Zafar Yaqub (Department of Business Administration, King Abdulaziz University, Jeddah, Saudi Arabia)
Rana Muhammad Shahid Yaqub (Department of Marketing and International Business, The Islamia University of Bahawalpur, Bahawalpur, Pakistan)
Abdullah Alsabban (Department of Business Administration, King Abdulaziz University, Jeddah, Saudi Arabia)
Fahad Javed Baig (Department of Marketing and International Business, The Islamia University of Bahawalpur, Bahawalpur, Pakistan)
Saleh Bajaba (Department of Business Administration, King Abdulaziz University, Jeddah, Saudi Arabia) (Department of Management, Lutgert College of Business, Florida Gulf Coast University, Fort Myers, Florida, USA)

Journal of Organizational Effectiveness: People and Performance

ISSN: 2051-6614

Article publication date: 2 October 2024

301

Abstract

Purpose

Appealing to the resource-based view and the resource advantage theory, this research aims to ascertain the complementarity of entrepreneurial and market orientation in enhancing the performance of small and medium enterprises.

Design/methodology/approach

Following a survey design, a self-administered questionnaire containing scales adapted from leading previous studies was used to collect data from 400 executives working in small and medium enterprises in Pakistan. Partial least squares-based structural equation modeling was performed to analyze the measurement and the structural models and test the significance of the hypothesized relationships.

Findings

It has been found that market orientation and entrepreneurial orientation enhance firm performance directly and indirectly with marketing capabilities and competitive strategies (partially or fully) mediating these causes and effects relationships.

Practical implications

The study adds to the literature on entrepreneurship, marketing and strategy and has significant ramifications for managers and public policymakers desiring to boost the performance of small and medium enterprises, which is crucial to the economic growth of developing nations, through nurturing and leveraging intangible resources such as market orientation, entrepreneurial orientation and marketing capabilities.

Originality/value

It is one of the rare attempts to investigate the complementarity of entrepreneurial orientation and market orientation, channeled through marketing capabilities and competitive strategies to boost SME performance, that too in the context of a developing country.

Keywords

Acknowledgements

This research work was funded by the General Program for Indexed Publications under grant no (GPIP:1182-120-2024). The authors gratefully acknowledge technical and financial support provided by the Ministry of Education and King Abdulaziz University, DSR, Jeddah, Saudi Arabia.

Citation

Yaqub, M.Z., Yaqub, R.M.S., Alsabban, A., Baig, F.J. and Bajaba, S. (2024), "Market-orientation, entrepreneurial-orientation and SMEs’ performance: the mediating roles of marketing capabilities and competitive strategies", Journal of Organizational Effectiveness: People and Performance, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JOEPP-05-2024-0206

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

Related articles