Mediating Effect of Market Orientation on The Relationship between Entrepreneurial Orientation Factors and Performance of Banks – Conceptual Study
Keywords:Entrepreneurial Orientation, Market Orientation, Organization Performance, Banking Industry, Yemen
The objective and aim of this study were 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 entrepreneurial orientation and organizational performance. 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 developing countries such as the Yemen because there is not enough studies in this field. The content of this conference article includes the conceptual framework; however, further research is conducted in the Yemeni banking industry. The future work includes developing the questionnaire for data collection, collecting data from 9 banks, and data analysis by using PLS-SEM techniques.