DIGITAL OPENNESS AS A MEDIATOR: LINKING MARKET AND ENTREPRENEURIAL ORIENTATIONS TO SME PERFORMANCE IN NIGERIA
Keywords:
Market Orientation, Entrepreneurial Orientation, Digital Openness, SMEs Performance, Nigeria,Abstract
This study examines the mediating role of digital openness in the relationships between market orientation, entrepreneurial orientation, and SME performance in Northwestern Nigeria. Using a cross-sectional survey design, data were collected from 512 SME owners/managers across Katsina, Kano, and Kaduna states using stratified random sampling. The study employed PLS-SEM to test relationships among constructs measured with validated scales: Market Orientation (15 items), Entrepreneurial Orientation (9 items), Digital Openness (12 items), and Firm Performance (10 items). Results indicate that market orientation (β=0.215, p<0.001) and entrepreneurial orientation (β=0.224, p<0.001) significantly influence SME performance. Digital openness partially mediates both relationships (MO→DO→FP: β=0.216; EO→DO→FP: β=0.214), explaining 67.3% of variance in performance. The findings suggest that SMEs should invest in digital infrastructure, adopt cloud-based collaboration tools, and integrate digital analytics into strategic decision-making to enhance performance outcomes.
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