Impact Of Market Orientation, Learning Orientation and Marketing Strategies on Organizational Performance with The Mediating Role of Innovation: An Empirical Evidence of SMEs of Peshawar and Charsadda

Abstract

Purpose-This study aimed to investigate the influence of market orientation, learning orientation, and marketing strategies on organizational performance with innovation as a mediator.

Design/methodology/Approach-The researchers used a quantitative survey approach and developed a multifactor questionnaire to gather data from 300 SMEs in Peshawar and Charsadda. The internal consistency of the instrument was assessed using Cronbach's alpha, which indicated that the instrument was reliable.

Results-Regression analysis was used to examine the impact of market orientation, learning orientation, and marketing strategies on organizational performance. The findings revealed that there is a significant negative impact of market orientation and marketing strategies on organizational performance while the impact of learning orientation is negative but insignificant. However, when the mediating effect of innovation was introduced, a positive impact was observed. This suggests that market orientation, learning orientation, and marketing strategies have a positive impact on organizational performance when innovation is included as a mediator.

Conclusion: This study provides valuable insights into the factors that influence organizational performance, highlighting the importance of market orientation, learning orientation, marketing strategies, and innovation. These findings can help SMEs to develop effective strategies that promote innovation and improve their overall performance. Further research could explore the impact of other variables on organizational performance and investigate the relationship between innovation and other performance indicators.