The Moderating Impact of Entrepreneurial Orientation between Market Orientation and Performance of SMEs in the Post-Conflict Northern Province of Sri Lanka

S. Vaikunthavasan

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.

Keywords: Entrepreneurial Orientation, Market Orientation, Performance, Post-conflict, SMEs

Volume 16, Issue 1

June 30, 2025

Pages: 73-99

DOI:https://doi.org/10.4038/cbj.v16i1.205

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Suggested citation:

Vaikunthavasan, S. (2025). The moderating impact of entrepreneurial orientation between market orientation and performance of SMEs in the post-conflict Northern Province of Sri Lanka. Colombo Business Journal, 16(2), 73-99. https://doi.org/10.4038/cbj.v16i1.205
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S. Vaikunthavasan
Department of Marketing, University of Jaffna, Sri Lanka
vsathana@univ.jfn.ac.lk

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