MEDIATING ROLE OF MARKET ORIENTATION ON THE RELATIONSHIP BETWEEN ENTREPRENEURIAL ORIENTATION AND PERFORMANCE OF SMEs IN BAUCHI STATE

Ben P. Wurim, Aisha Garba

Abstract


As a result of the consistencies in research findings in the relationship between
entrepreneurial orientation and firm performance the main thrust of the study is to assess the mediating role of Marketing Orientation (MO) on the relationship between Entrepreneurial Orientation (EO) and firm performance. The survey design was used with data collected through a questionnaire from a sample of 216 Small & Medium Enterprises (SMEs) located in Bauchi State. A Confirmatory Factor Analysis was conducted to assess the fitness of the measurement model. Likewise, the structural model was analyzed to determine the relationship among the study constructs. Three hypotheses were tested using the Analysis of Moment Structure (AMOS). Results from the study reveal that there is a significant positive relationship between MO, EO and Firm performance. The result also indicates that MO is the mechanism through which EO could influence stronger firm performance as well as help in resolving the inconsistencies in previous studies. Finally, the study recommends that operators of SMEs should proactively adopt MO in conjunction with EO; consequently, such SMEs should imbibe customer & competitor orientations and inter-functional strategies as
these would not only help them to survive in today's competitive environment locally but also at national and international levels.


Keywords


Marketing Orientation, Entrepreneurial Orientation, Firm Performance, Mediating Role, Customer Orientation, Competitor Orientation

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International Journal of Management Science Research ISSN ISSN 2536 – 605X(Print)

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