Market Orientation and Firm Performance among Nigerian SMEs: The Moderating Role of Business Environment

Shehu, Aliyu Mukhtar

doi:10.5901/mjss.2014.v5n23p158

Cited by 18 publications

(21 citation statements)

References 36 publications

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“…Regrettably, MO has resulted insignificant both directly and indirectly by inclusion of mediation. Though, the insignificant result of market orientation concurred with past literature (Han et al, 1998;Shehu & Mahmood, 2014).…”

Section: Discussionsupporting

confidence: 75%

The Growth of E-Marketing in Business-to-Business Industry and its effect on the Performance of Businesses in Pakistan: Marketing Success

Sheikh

Shahzad

Ishaq

2017

RIMCIS

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E-marketing has emerged as one of the significant drivers in sustaining the firms competitive advantage. So far, there is a lack of systematic empirical evidence regarding the marketing activities which are drastically affected by the use of e-marketing in small and large firms of Pakistan and their consequent performance outcomes. However, the objective of this study is to examine the technological, organizational and environmental factors on the performance of small and large firms in Pakistan with mediating role of E-Marketing uses and its generlizibality on countries with similar economic situation. Cross sectional data were collected from 257 manufacturing companies in Pakistan; general manager marketing were selected as the data collection sources. Additionally, SmartPLS 3.0, two step path-modeling has been used to examine the direct as well as indirect hypothesis of the current study. However, the results generated from SmartPLS (SEM) path-modeling found that, with regard to direct relationships, three variables (technology orientation, top management support, use of e-marketing) out of five including mediation variable have found significant positively associated with firm performance, however, only one (competitive pressure) has found negatively significant with firm performance. Finally, in terms of use of e-marketing as mediating variable between the relationships of technological, organizational, environmental factors and firm performance, three out of four (independent variables) indicate partial mediation including technological factors (technology orientation), organizational factors (top management support) and environmental factors (competitive pressure). However, market orientation had shown insignificant results both in the direct relationship as well as by including E-Marketing uses.

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Section: Discussionsupporting

confidence: 75%

The Growth of E-Marketing in Business-to-Business Industry and its effect on the Performance of Businesses in Pakistan: Marketing Success

Sheikh

Shahzad

Ishaq

2017

RIMCIS

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“…A review of the literature on customer satisfaction reveals several antecedents of customer satisfaction. Researchers claim that market orientation and business performance are intrinsically related through the essential factor of customer satisfaction: as the customer satisfaction is considered as the heart of marketing concept (Patterson, Johnson and Spreng 1996), meanwhile Researchers (Shehu and Mahmood 2014;Reza Jalali et al 2013;Grönroos 1995), proposed that organization need to satisfy customers in order to develop a long-term relationship.…”

Section: Customer-defined Market Orientation and Customer Satisfactionmentioning

confidence: 99%

Enhancing Customer Satisfaction and Loyalty through Customer-Defined Market Orientation and Customer Inspiration: A Critical Literature Review

Khan

Ghouri

2018

IBEJ

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The aim of this paper is to conceptualize the significance of customer-defined market orientation in creating superior customer value and building long-term customer relationship which in turn increases the customer satisfaction and loyalty, moreover, the framework also theorized the mediating role of customer inspiration to strengthen the framework. A comprehensive review of latest conceptual and empirical literature was grounded to develop the propositions. Teachers and students of higher education institution shall be taken as a social lab for examining the propositions, and to report the empirical findings. The finding of this study provides a basis for developing a model to obtain customer satisfaction and loyalty. This study could be of practical value for organizations who want to improve satisfaction and loyalty among their customers, with a special focus on teachers and students since they are considered as a potential cluster of the market. This paper makes a significant contribution by developing a conceptual framework to improve customer satisfaction and customer loyalty through customer inspiration and customer-defined market orientation practices.

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“…(Buli, 2017) also found that MO was an important factor for SME performance. However, (Shehu and Mahmood, 2014) failed to find a direct relationship between MO and SME performance. Another opinion from (Njeru and Kibera, 2016) states that market orientation (MO) has been recognized by scholars and practitioners as the main key related to thinking about modern marketing methods, and one of the determinants of superior company performance, and a key source of competitive advantage.…”

Section: Market Orientation and Sme Performancementioning

confidence: 89%

“…The results of the study prove that MO has a positive effect on the performance of SMEs (Lekmat et al, 2018;Protcko and Dornberger, 2014). Other studies prove no effect (Buli, 2017;Shehu and Mahmood, 2014).…”

Section: Introductionmentioning

confidence: 91%

Strategic Orientation on Performance: The Resource Based View Theory Approach

Dionysus

2020

Jurnal Akuntansi

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This study aims to verify of the relationship between Entrepreneurship Orientation and Market Orientation to Small and Medium Enterprise (SME) Performance, using the Resource Based View (RBV) theory approach. The research object used was SME entrepreneurs in DKI Jakarta. This research uses a quantitative research design. The data used in this research consists of primary data and collected through Google Forms, which are distributed online. The amount of data collected was 190 samples. The collected data will be analyzed using SEM-PLS Version 3.3.2. Statistical analysis test the outer and inner models. The results obtained indicate that Entrepreneurship Orientation plays a role in SME Performance, and Market Orientation does not affect SME Performance. The implication of this research shows that the Resource Based View theory is right to explain the relationship between Entrepreneurial Orientation and SME Performance because SME performance will be better if it has Entrepreneurial Orientation.

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Market Orientation and Firm Performance among Nigerian SMEs: The Moderating Role of Business Environment

Cited by 18 publications

References 36 publications

The Growth of E-Marketing in Business-to-Business Industry and its effect on the Performance of Businesses in Pakistan: Marketing Success

The Growth of E-Marketing in Business-to-Business Industry and its effect on the Performance of Businesses in Pakistan: Marketing Success

Enhancing Customer Satisfaction and Loyalty through Customer-Defined Market Orientation and Customer Inspiration: A Critical Literature Review

Strategic Orientation on Performance: The Resource Based View Theory Approach

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