MARKET ORIENTATION AND THE SYNERGISTIC EFFECT OF MEDIATING AND MODERATING FACTORS ON PERFORMANCE: THE CASE OF THE FASHION CLUSTER

It is commonly accepted that a market-oriented behaviour has a positive impact on organizational performance. This study provides additional support for the classical relationship between market orientation and organizational performance and goes further by not only including in the model the mediating role of both the organizational learning and organizational innovation, but also examining the potential moderating impact of the environmental conditions in the previous relationship. The analysis is based on data collected from a sample of 130 Portuguese SME operating in the fashion cluster. Implications and future research questions based on the findings are offered at the conclusion of the paper.