Operation strategies and market orientations in determining small and medium enterprise performance in Kota Kinabalu, Sabah : the moderating effects of business environment
This study aims to identify and investigate the relationship between operations strategy and market orientation in determining Small and Medium Enterprises (SMEs) performance in Kata Kinabalu, Sabah. Simultaneously, this study examines the effect of business environment as a moderator. The Resource-...
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| Format: | Thesis |
| Language: | English English |
| Published: |
2017
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/38885/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/38885/2/FULLTEXT.pdf |
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| Summary: | This study aims to identify and investigate the relationship between operations strategy and market orientation in determining Small and Medium Enterprises (SMEs) performance in Kata Kinabalu, Sabah. Simultaneously, this study examines the effect of business environment as a moderator. The Resource-Based View and Contingency Theory was used to gauge and engage the SMEs performance. A total of 242 selfadministered questionnaires were distributed among SMEs in service sector in Kata Kinabalu. The findings of this study revealed that there is significant relationship between operations strategy, market orientation and SMEs performance. However, this study partially support this relationship between operations strategy and SMEs performance and relationship between market orientation and SMEs performance whereby quality, flexibility, competitor orientation and inter-functional coordination have significant influence towards SMEs performance. The moderator of this study is business environment. However, this study also partially supports the moderating effect of business environment towards SMEs performance. This study through its research and findings can help to provide the information related the key determinants of SMEs, particularly on the effects of operations strategy and market orientation towards SMEs performance. |
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