Mediating Role of Interaction Orientation on the Relationship between Strategic Orientation and Small Medium Enterprises Performance in North-East Nigeria


  •   Ibrahim Aliyu

  •   Prof. Abubakar Yusuf Duste

  •   Dr. Mangai Josiah Mallo

  •   Dr. Umar Usman


This study was designed to find out the mediating role of interaction orientation in the relationship between strategic orientation and Small Medium (SMEs) performance in northeast Nigeria. Data was collected from a sample of 326 SME owner-managers in northeast Nigeria using questionnaire. The analysis was done with inferential statistics on Partial Least Square Structural Equation Modelling (PLS-SEM) on Smart-PLS 3. The results revealed that interaction orientation mediates the relationship between each of entrepreneurial orientation, market orientation learning orientation, and technology orientation with SMEs’ performance. Without taking proper training and orientation measures for SME owner-managers on the application of entrepreneurial, market orientation, and technology jointly with interaction orientation in Nigeria, the country will continue to suffer from poor SMEs’ performance. It is recommended that special consideration should be given to interaction orientation because of its mediation effect on market orientation and SMEs performance.

Keywords: Entrepreneurial Orientation, Market Orientation, Learning Orientation, Technology Orientation, Interaction Orientation, Strategic Orientation and SMEs Performance.


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Aliyu, I., Duste, P. A. Y., Mallo, D. M. J., & Usman, D. U. (2022). Mediating Role of Interaction Orientation on the Relationship between Strategic Orientation and Small Medium Enterprises Performance in North-East Nigeria. European Journal of Business and Management Research, 7(6), 93–101.