Abstract
The main objective of this study is to statistically examine the impact of Market
Orientation (MO) and Sensing Capability (SC) towards Small and Medium
Enterprises (SMEs) performance in the context of SMEs manufacturing sector of
Punjab Pakistan. A survey questionnaire technique was adopted in which 321 usable
questionnaires were obtained and used for data analysis. Owners/managers of SMEs
manufacturing sector were respondents of this study. The measurement model and
structural model analyses were applied by using advance Partial Least Square
Structural Equation Modeling (PLS-SEM). The results demonstrated that market
orientation has direct significant effect on sensing capability and also sensing
capability has significant effect on SMEs performance. This study also established
the mediating effect of sensing capability on the relationship between market
orientation and SMEs performance. These findings suggest that market orientation
and sensing capability play vital role to enhance SMEs performance. This study
enhances the existing literature by connecting the gap and showing the importance of
market orientation and sensing capability in manufacturing sector.
Dr. Saqlain Raza , Dr. Saad Hassan, Muhammad Arif Nawaz. (2019) Exploring SMEs Performance through Market Orientation and Sensing Capability: PLS-SEM Modeling Approach, Orient Research Journal of Social Sciences, Volume 4, Issue 1.
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