Competitor orientation and SME performance in competitive environments: the moderating effect of marketing ethics

dc.contributor.authorAl-Hakimi, Mohammed A.
dc.contributor.authorSaleh, Moad Hamod
dc.contributor.authorBorade, Dileep B.
dc.contributor.authorHasan, Murad Baqis
dc.contributor.authorSharma, Dhanraj
dc.date.accessioned2024-01-21T10:20:31Z
dc.date.accessioned2024-08-13T10:08:58Z
dc.date.available2024-01-21T10:20:31Z
dc.date.available2024-08-13T10:08:58Z
dc.date.issued2022-06-03T00:00:00
dc.description.abstractPurpose: Although competitor orientation (CO) has been given great attention, its link to firm performance (FP) is still unclear. The reason behind this may be attributed to the fact that the CO�FP relationship depends on several contingencies. The purpose of this paper is to simultaneously explore the separate and combined moderating effects of marketing ethics (ME) and competitive intensity (CI) in the CO�FP relationship. Design/methodology/approach: The participants in this study were managers or owners from 289 manufacturing SMEs located in two regions in Yemen (i.e. Sana�a and Taiz). Hierarchical regression analysis using PROCESS Macro V. 3.5 in SPSS was performed to analyze the data collected. Findings: The obtained results reveal that ME in fact positively moderates the CO�FP relationship and, importantly, this effect is not influenced by CI. Practical implications: The findings of this paper provide advantageous insights for managers and decision-makers for SMEs as it is expected that they demonstrate a greater commitment to the practice of ME in their firms. This has implications that with the practice of ME, it is expected that SMEs will be able to use the full potential of CO to improve their performance at a low level of CI. Originality/value: This study contributes to widening the studies on CO, ME, CI and SMEs in a different context. In addition, it adds to the knowledge by exploring the combined moderating influence of internal (e.g. ME) and external factors (e.g. CI) when examining the CO�FP relationship. � 2022, Emerald Publishing Limited.en_US
dc.identifier.doi10.1108/JEEE-12-2021-0486
dc.identifier.issn20534604
dc.identifier.urihttps://kr.cup.edu.in/handle/32116/3065
dc.identifier.urlhttps://www.emerald.com/insight/content/doi/10.1108/JEEE-12-2021-0486/full/html
dc.language.isoen_USen_US
dc.publisherEmerald Publishingen_US
dc.subjectCompetitive intensityen_US
dc.subjectCompetitor orientationen_US
dc.subjectFirm performanceen_US
dc.subjectMarketing ethicsen_US
dc.subjectSMEsen_US
dc.titleCompetitor orientation and SME performance in competitive environments: the moderating effect of marketing ethicsen_US
dc.title.journalJournal of Entrepreneurship in Emerging Economiesen_US
dc.typeArticleen_US
dc.type.accesstypeClosed Accessen_US

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