Disintegrated Market Orientation and Firm Performance: Moderating Effect of Entrepreneurial Orientation

The interplay between strategic orientations has received limited attention in manufacturing small and medium enterprises (SMEs).The existing studies have repeatedly called for investigating the impacts of multiple on organizational performance. Moreover, prior research disintegrating orientation assessing their effects Thus, this study is first its nature – market (MO) construct using data from 213 SMEs Pakistan, collected through survey method, which reports how deployment entrepreneurial (EO) as moderator produces synergistic effect strengthens MO dimensions –organizational performance links. results indicate that are positively significantly related to EO moderates relationships. provides avenues future research.