Abstract
The centrality of resource-based view (RBV) from different angles and in diverse situations
has widely been acknowledged, explored and researched. Keeping in view that the area
still needs researchers’ attention. This study looks into the possible impact of market
orientation (MO) on organizational performance. The study will also be looking at the
moderating role of entrepreneurial orientation (EO) in the MO and organizational
performance link among the small and medium enterprises (SMEs). This is a survey type
of qualitative and questionnaire based research. Sample size of the study is 213. The results
of the study reveal the presence of positive relationship among the MO and organizational
performance. The results of the study also demonstrate that the effects of MO on
organizational performance are positively moderated by EO behaviors. This study covers
the limitation of the previous studies by utilizing EO as a five-dimensional construct. This
research fills the gap by probing the association of MO with organizational performance
moderated by EO in a developing economy’s context like Pakistan. This is an empirical
study with a reasonable sample size and the results have both academic as well as practical
implications. The study has a number of limitations like using a single informant for data
collection and studying only one city. Future research directions have also been provided.
Jawad Hussain (Corresponding author), Wali Rahman, Fayaz Ali Shah. (2016) Market Orientation and Performance: The Interaction Effect of Entrepreneurial Orientation, Pakistan Journal of Commerce and Social Sciences, Volume 10, Issue 2.
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