The Mediating Effect of Market Orientation on the Relationship between the Entrepreneurial Orientation and the Performance of Banks in Yemen – Conceptual Analysis

DOI: 10.46988/IJIHRM.01.02.2020.004

Abstract

The of this study was to investigate and evaluate the mediating effect of Market Orientation (MO) on the relationship between entrepreneurial orientation dimensions (EO) which are (Innovativeness, Proactiveness, and Risk-taking) and organizational performance (OP). The motivation for this study was driven by the inconsistent findings in the literature concerning the relationships between EO and organizational performance also In the related literature, many theories have recommended and suggested that study the relationship between EO and OP with other variables which could have a positive or negative impact especially in Yemen because there is no more study in this field about that sample. I have used the questionnaires as the main tool for collecting data were distributed to 8 Yemeni banks. 346 questionnaires were returned and used in the analysis SPSS statistical software package and Structural Equation on Modeling (SEM) Using by AMOS. The findings of this study clarify and illustrate that EO dimensions were positive and have also been proven to be significant predictors of organizational performance. More importantly, the results have also confirmed the mediating and partial effect of Market Orientation on the relationships between EO dimensions, and organizational performance.