THE EFFECTS OF MARKET ORIENTATION, PRODUCT INNOVATION AND MARKETING ETHICS ON FIRM PERFORMANCE: A THEORETICAL FRAMEWORK

Abstract

In the contemporary business environment, market orientation has become a widely discussed topic in the business community and academics. Since the market environment has become more competitive, developing and improving one's internal resources is now an absolute necessity. Despite the influence these topics have on the performance of microenterprises, a significant number of market orientation studies haven't empirically connected them. According to this perspective, this study established a theoretical link between market orientation and SME performance via a literature review. Additionally, a new framework for experimental evidence was developed. This study makes significant contributions to the understanding of the relationship between market orientation and SME performance but also sheds light on the critical role of product innovation as a mediator. Furthermore, the conceptual model explains the impact of marketing ethics as a moderator on small- and medium-sized enterprise (SMEs) performance.