Decomposing market orientation and its relationship to innovativeness of SMEs in Malaysia: the moderating effects of market turbulence
This study aims to investigate the relationship between market orientation and innovativeness, and the moderating effects of market turbulence in the context of Malaysian SMEs. Market orientation comprises three dimensional constructs, the customer orientation, competitor orientation, and interf...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Inderscience Enterprises Ltd.
2016
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/12325/1/Shiaw.pdf http://ir.unimas.my/id/eprint/12325/ |
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| Summary: | This study aims to investigate the relationship between market
orientation and innovativeness, and the moderating effects of market turbulence
in the context of Malaysian SMEs. Market orientation comprises three
dimensional constructs, the customer orientation, competitor orientation, and
interfuncional coordination. Data was gathered through self-administered
questionnaires and a total of 180 respondents comprising owners and managers
of small and medium sized enterprises participated in this study.
Smart PLS 2.0 (M3) was employed to assess the proposed model through path
modelling and bootstrapping technique. The results showed that customer
orientation, competitor orientation and interfunctional coordination are
positively related to innovativeness. Also, market turbulence was found to have
moderated the relationship between customer orientation and innovativeness.
Interestingly, the findings revealed that market turbulence negatively
moderated the relationship between interfunctional coordination and
innovativeness. Implications of the findings, limitations of the study and
directions for future research are further discussed. |
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