Abstract:
In the globalized and highly competitive era of the present business world, firms need
to give full attention to build upon their skills and resources for developing distinctive
competencies to endure the market challenges. Building competencies through lower cost
position and product differentiation are not sufficient to win the market today. Market
orientation and entrepreneurial orientation builds sustainable competencies to overcome
the barriers in market. Studying the impact of market orientation and entrepreneurial
orientation is popular research in recent years. But there are limited researches in the
literature. An attempt to fill this research gap, the study examines the impact of market
orientation and entrepreneurial orientation with the mediating variable of the commitment.
Small and medium enterprises in Matara district were selected as the sample for the study.
A non-probabilistic sampling method, namely convenience sampling was used in drawing
the sample and cross-sectional method was followed in the study. A well known statistical
package of SPSS and Smart PLS were used to analyze the data. Confirmatory factor
analyze was used to validate the measures of the variables .The findings of the study will
heavy contribution for the academicians, managerial level and policy makers who always
deal with the subject. With the dramatic changes in the field of business it is important of
studying such topics which provide a greater support for accomplishing goals and win the
market place.
