Market orientation and SME performance: Moderating role of IoT and mediating role of creativity

Muhammad Wasim; Shehzad Ahmed; Tahera Kalsoom; Mohammad Saud Khan; Piyya Muhammad Rafi-Ul-Shan

doi:10.1080/00472778.2022.2100897

Market orientation and SME performance: Moderating role of IoT and mediating role of creativity

Muhammad Wasim, Shehzad Ahmed, Tahera Kalsoom, Mohammad Saud Khan, Piyya Muhammad Rafi-Ul-Shan

Research output: Contribution to journal › Article › peer-review

13 Citations (Scopus)

Abstract

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.

Original language	English
Pages (from-to)	938-965
Number of pages	28
Journal	Journal of Small Business Management
Volume	62
Issue number	2
Early online date	5 Aug 2022
DOIs	https://doi.org/10.1080/00472778.2022.2100897
Publication status	Published - 5 Aug 2022
Externally published	Yes

Keywords

Management of Technology and Innovation
Strategy and Management
General Business, Management and Accounting

Access to Document

10.1080/00472778.2022.2100897

Cite this

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abstract = "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.",

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