Effect of Market orientation and Entrepreneurial Orientation On Organizational Performance through Commitment

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.