IMPACT OF MARKET ORIENTATION AND COMPETITIVE ADVANTAGE ON BUSINESS PERFORMANCE OF TEXTILE SMEs IN BATTICALOA

Abstract

This study investigates the relationship between Market orientation, and Competitive advantage on Business performance of selected Textiles SMEs in Batticaloa. This study was implemented with of Business performance is as the dependent variable. Market orientation and Competitive advantage arc independent variables. This study eliminates the empirical knowledge gap in Batticaloa. Regarding this topic, This study analyzes the impact of market orientation and competitive advantage on business performance. The method of collecting data is a designed questionnaire. The sample size is 237 textile SMEs owners and employees in Batticaloa. And the collected data was analyzed by using descriptive statistics, correlation, and regression. Path analysis by operating SPSS 22.0 is used in analyzing the research. The result shows that market orientation, and competitive advantage has positive and significant effects on business performance. The main conclusions from the data analysis were covered in this study, with a focus on the noteworthy positive correlations between market orientation, competitive advantage, and business performance. The findings of the investigation indicate that Batticaloa District textile SMEs stand to gain significant advantages by implementing robust market-oriented procedures and cultivating unique competitive advantages. These results are in line with the body of research that demonstrates how important these elements are for fostering company success. The practical implications were emphasized, indicating that to increase their performance, SMEs should concentrate on strengthening their competitive strategies and market orientation. The study's shortcomings were also discussed, and recommendations for additional research to build on these conclusions were made.