Abstract:
The literature indicates that small and medium scale firms are quite different with respect to their
utilization of business practices. Thus, the study endeavours to address the relationships between
the market and entrepreneurial orientation, and organizational performance. The study derived two
hypotheses in relation to the relationship between market orientation and entrepreneurial
orientation, and organisational performance in the attempt to examine how both the orientations
contribute to the organizational performance of small and medium entrepreneurs in garment
industry at Southern province, Sri Lanka. The sample of the study consisted of 175 respondents
representing small and medium scale entrepreneurs in the Southern Province Sri Lanka. A
structured questionnaire was administered to the sample respondents to collect data. The data were
analyzed with Partial Least Squares path modeling (PLS) to test the hypotheses of the study. The
results indicated that the hypotheses were statistically significant and all effects were in the
expected direction.
