The Relationship between Market Orientation on Business Performance of Women: Mediating Role of Innovation
- April 24, 2019
- Posted by: RSIS
- Categories: Commerce, Social Science
International Journal of Research and Innovation in Social Science (IJRISS) | Volume III, Issue IV, April 2019 | ISSN 2454–6186
Rahmat Magajiya Aliyu1, Tunku Salha Binti Tunku Ahmad2 and Norshahrizan Binti Nordin3
1PhD Candidate, School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis, Kangar, Perlis, Malaysia
2,3Senior Lecturer, School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis, Kangar, Perlis, Malaysia
Abstract:-This research examines the relationship between Market orientation (MO) on Business Performance of women (BP) in Nigeria using Innovation (I) as a mediator in improving the women performance which at the long-run will contribute positively towards the increase of Nigeria GDP. Data required for the study was collected from the Women (MSME’s) operating in the North-Western Nigeria using a survey design, a systematic random and stratified disproportionate sampling. A designed questionnaire has been distributed across the target population of 576 through self-administration. In order to evaluate the proposed data, the study has adopted the Partial Least Squares-Structural Equation Modelling (PLS-SEM). The findings revealed that MO and Innovation are important strategic for the women performance MSMEs in Nigeria. The findings also revealed that women MSME performance depends on the degree of MO of the business performance. However, innovation was found to mediate between MO and business performance of women. The findings of this study provide important insights to women owner/managers of MSMEs, policy makers and researchers to further understand the impacts of MO and I on women MSME performance. Women MSMEs should also be encouraged to improve their MO and I which may increase their performances.
Keywords: Micro Small and Medium Enterprises (MSMEs), Women Business Performance, Market orientation, Innovation.
I. INTRODUCTION
The important of MSMEs and its impact on the economic growth of a country is recognized, by their performance all the over the world is unanticipated (Ibrahim & Rosli, 2016; Ali, Hilman & Gorondutse, 2017; Gorondutse, Ali, Abubakar & Naalah, 2017). The high level of unemployment and low contribution to the country’s Gross Domestic Product indicate their low performance (Naala, Nordin & Omar, 2017). This bring many researchers and practitioners to given so much attention to their significant contributions to the economic growth and the development as well as developing and developed countries (Gorondutse, Ibrahim, Abdullwahab, & Naalah, 2018; Naala Nordin & Omar, 2017; Naala, 2016; Eniola, 2014).
