Abstract
Due to ambiguity in the market orientation and performance relationship, the basic aim of the study to investigate the nature of relationship exists between market orientation and performance of the manufacturing SMEs in India. Data for this study were collected from the 388 managers/owners of SMEs indulged in the manufacturing sector through well-established scales. The utilized scale's reliability and validity were assessed through CFA, and various hypotheses related to the environmental moderators and innovation mediation were tested. This study is relevant for owners/managers and policymakers responsible for improving the performance of small and medium enterprises, working in the manufacturing sector. The study necessitates the significance of catering express needs of customers to boost up the effect of market orientation on performance. The study tested the relationship between the market orientation and performance relationship at the disaggregated level. The important insight about the direct, indirect, and the moderated relationship was reported in the study.
Highlights
The scholarly focus on market orientation research picked pace after the evolution of the contributions made by Narver & Slater (1990) and Kohli & Jaworski (1990)
As proposed by Narver & Slater (1990), we broken down market orientation into its constituent elements, such as consumer orientation, competitor orientation and inter-functional coordination, with the basic concept of studying the relation between market orientation and small and medium scale enterprises (SMEs) performance
We hypothesized a positive relationship between different components of market orientation and performance
Summary
The scholarly focus on market orientation research picked pace after the evolution of the contributions made by Narver & Slater (1990) and Kohli & Jaworski (1990). The purpose of this study is to empirically investigate the market orientation and performance relationship in developing country like India, giving due importance to the small and medium scale firms. The study has its own significance in a transient business environment like India where these fluctuations bring more volatility in terms of technological advancements and customers’ preferences. In lieu of this the basic affirmation of this study is to empirically test the relationship of market orientation and performance, taking into account internal and external environment factors in Indian context
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