Title: Deconstructing the entrepreneurial orientation - performance nexus: a mixed-methods mediation analysis

Authors: Radwan Kharabsheh

Addresses: The Hashemite University, Zarqa, Jordan

Abstract: This study examines how entrepreneurial orientation (EO) influences firm performance by exploring the mediating roles of learning orientation (LO), reactive market orientation (RMO), proactive market orientation (PMO), and absorptive capacity (AC) among FMCG SMEs. Employing an explanatory sequential mixed-methods approach, the research integrates structural equation modelling of survey data from 250 firms with qualitative insights from focus group discussions. Results indicate that PMO and AC partially mediate the EO-performance relationship, while LO and RMO do not. The qualitative findings reveal that firms frequently rely on externally driven, experiential knowledge acquisition rather than formal learning structures. The study's original contribution lies in offering a context-sensitive mediation model that reframes how EO translates into performance, particularly under conditions of limited resources. By uncovering the practical mechanisms through which strategic orientations operate, the research advances theoretical understanding and guides firms toward more effective, market-engaged, and knowledge-integrating strategies that maximise the impact of entrepreneurial intent.

Keywords: entrepreneurial orientation; EO; learning orientation; LO; proactive market orientation; PMO; reactive market orientation; RMO; absorptive capacity; AC.

DOI: 10.1504/IJMED.2026.154729

International Journal of Management and Enterprise Development, 2026 Vol.25 No.3, pp.319 - 343

Received: 11 Mar 2025
Accepted: 02 Jul 2025
Published online: 12 Jul 2026 *

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