Abstract
The objective of this study was to examine the moderating effect of external environment on the relationships between total quality
management, entrepreneurial orientation, market orientation, and performance of small and medium enterprises. The three variables;
total quality management, entrepreneurial orientation, and market orientation were not investigated together within the context of
small and medium enterprises. Data was collected from small and medium enterprises operating in Sialkot, Pakistan by using selfadministered questionnaire. 260 questionnaires were distributed to the owner/managers of small and medium enterprises but only
186 of them were returned, giving a response rate of 71%. The finding showed that total quality management, entrepreneurial
orientation, and market orientation were significant predictors of performance of small and medium enterprises. Furthermore,
moderating effect of external environment on the relationships between total quality management, entrepreneurial orientation, market
orientation, and performance was also found significant. The study is essential for practitioners, policy makers, and researchers in
the field of small and medium enterprises. Finally, limitations of study and necessary recommendations for future research have
been discussed.
Muzaffar Asad, Saralah Devi Mariamdarana Chethiyar, Ahsan Ali. (2020) Total Quality Management, Entrepreneurial Orientation, and Market Orientation: Moderating Effect of Environment on Performance of SMEs, Paradigms , Vol 14, Issue 1.
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