How market orientation induces small business performance: The role of strategic fits

The purpose of this study is to shed light on how strategic fits between market orientation and the prospector strategy leads higher performance small businesses in Vietnam. This draws from contingency theory organization propose that represent by strategy's mediating effects link these businesses' performance. Data collected 161 Vietnam was examined. PLS-SEM used assess research framework. results reveal fit strategy, represented full essential determine improvement For findings, provides some practical implications for business owners also contributes management literature providing empirical evidence, which suggests induces overcomes limitations relating proposals analytic framework fits. Lastly, extends examining role contexts.