This research aims to investigate the contingent effect of entrepreneurial orientation (EO) and strategic decision responsiveness (SDR) on the link of market orientation (MO) and performance of women-owned small and medium-sized enterprises (WSMEs).
Data were collected from 909 WSMEs of Punjab province Pakistan through survey questionnaire. Hierarchical regression is employed to perform the analysis.
Results reveal that although higher-level dimensions of MO directly affect the WSMEs performance, however this linkage becomes stronger under SDR and higher-level dimensions of EO.
Managers should emphasis on the demonstration of EO's dimensions and SDR to utilize the full potential of MO to promote WSMEs performance.
To study the contingent effect of SDR and EO's dimensions in the MO–WSMEs performance nexus is the novelty of this study.
Rashid, M.A., Kalyar, M.N. and Shafique, I. (2020), "Market orientation and women-owned SMEs performance: The contingent role of entrepreneurial orientation and strategic decision responsiveness", South Asian Journal of Business Studies, Vol. 9 No. 2, pp. 215-234. https://doi.org/10.1108/SAJBS-02-2019-0032
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