TY - JOUR
T1 - Market orientation and SME performance
T2 - moderating role of IoT and mediating role of creativity
AU - Wasim, Muhammad
AU - Ahmed, Shehzad
AU - Kalsoom, Tahera
AU - Khan, Mohammad Saud
AU - Rafi-Ul-Shan, Piyya Muhammad
PY - 2024/3/3
Y1 - 2024/3/3
N2 - SMEs, the most vital but vulnerable part of an economy, necessitate crucial resources and capabilities to succeed. Structuring on the resource-based theory (RBT) and market orientation (MO), as a fundamental capability for SMEs, this paper examines the moderating effects of the Internet of Things (IoT) and mediating effects of individual creativity on the MO and firm performance relationship. Using structural equation modeling (SEM), the analysis of data obtained from 229 SMEs indicates that IoT moderates the positive relationships between MO and firm performance, and MO and creativity but not between creativity and firm performance. In contrast, creativity partially mediates MO and firm performance linkage.
AB - SMEs, the most vital but vulnerable part of an economy, necessitate crucial resources and capabilities to succeed. Structuring on the resource-based theory (RBT) and market orientation (MO), as a fundamental capability for SMEs, this paper examines the moderating effects of the Internet of Things (IoT) and mediating effects of individual creativity on the MO and firm performance relationship. Using structural equation modeling (SEM), the analysis of data obtained from 229 SMEs indicates that IoT moderates the positive relationships between MO and firm performance, and MO and creativity but not between creativity and firm performance. In contrast, creativity partially mediates MO and firm performance linkage.
KW - creativity
KW - iInternet of things (IoT)
KW - market orientation (MO)
KW - resource-based theory (RBT)
KW - SMEs
UR - http://www.scopus.com/inward/record.url?scp=85135488354&partnerID=8YFLogxK
U2 - 10.1080/00472778.2022.2100897
DO - 10.1080/00472778.2022.2100897
M3 - Article
AN - SCOPUS:85135488354
SN - 0047-2778
VL - 62
SP - 938
EP - 965
JO - Journal of Small Business Management
JF - Journal of Small Business Management
IS - 2
ER -