Abstract
This study examined the effect of gender as moderating variable on relationship between market orientation and financial performance. Market orientation reflects the degree to which firms’ strategic market planning is driven by customer and competitor intelligence. Data was analyzed using Chow analysis. The results showed that market orientation has an effect on financial performance either in female or male–owned micro business. The study also shown that gender had moderating effect on relationship between market orientation and financial performance. Keywords: gender, market orientation, and financial performance.
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