The impact of market orientation and entrepreneurial orientation on firm performance of wholesale and retailer SMES in Malaysia

There is a considerable signal from empirical studies that many factors influence firm performance. The purpose of this conceptual paper is to review the impact of two (2) important variable which are market orientation and entrepreneurial orientation on the performance of wholesaler and retailer Small and Medium Enterprises (SMEs)operating in Malaysia. Based on a systematic literature review, present conceptual framework has been developed. The present conceptual paper emphasizes on the importance of market orientation and entrepreneurial orientation and how these two factors could have an influence on firm performance. Present paper provides a valuable information to the owner/managers of wholesaler and retailer SMEs in Malaysia regarding their market strategies and entrepreneurial processes. The expected results for the resent conceptual paper would support the hypotheses that market orientation and entrepreneurial orientation have a positive impact on firm performance. Resource-Based View (RBV) theory was used to underlie the conceptual framework. In addition, some implications of this conceptual model for theory and practice are discussed