Market orientation and SME performance: Moderating role of IoT and mediating role of creativity
研究基于资源基础理论和市场导向，分析物联网对市场导向与中小企业绩效关系的调节作用，以及创造力的中介作用，基于229家中小企业数据发现物联网正向调节市场导向与绩效及创造力的关系，创造力部分中介市场导向与绩效的关系。
SMEs, the most vital but vulnerable part of an economy, necessitate crucial resources and capabilities to succeed. Structuring on the resource-based theory (RBT) and market orientation (MO), as a fundamental capability for SMEs, this paper examines the moderating effects of the Internet of Things (IoT) and mediating effects of individual creativity on the MO and firm performance relationship. Using structural equation modeling (SEM), the analysis of data obtained from 229 SMEs indicates that IoT moderates the positive relationships between MO and firm performance, and MO and creativity but not between creativity and firm performance. In contrast, creativity partially mediates MO and firm performance linkage.