Abstract:
This study explores how market orientation influences SME performance, with
entrepreneurial orientation as a moderating factor. This relationship remains underexplored
in the context of SMEs in post-conflict emerging economic regions. Furthermore,
conflicting findings in the current literature highlight the need for further investigation. This
study applied a quantitative research methodology. A survey was conducted to collect data
from respondents. The result revealed a significant positive impact of market orientation on
performance, and entrepreneurial orientation strengthens the relationship between market
orientation and performance. This framework highlights the importance of SMEs adopting a
market-oriented approach while fostering an entrepreneurial culture. This study adds value by empirically validating a conceptual framework that emphasises the synergistic role of
market and entrepreneurial orientations in enhancing SME performance in post-conflict
emerging economies.
