Market strategy as moderating factor on relationship between market capability and firm performance

Azizan, Ahmad Asyraf (2020) Market strategy as moderating factor on relationship between market capability and firm performance. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This study is about the market strategy as moderating factor on relationship between market capability and firm performance. Market capabilities have been defined as the integrative processes designed to apply collective knowledge, skills and resources of the firm to market their product. The purpose of doing this research is to define or examine the influent factors in market capability among Small to Medium Enterprise (SME) in Malaysia. There are certain factors like market sensing, partner linking, and customer engagement impact to the firm performance. This study focused on two types of market strategy which were cost of leadership and product differentiation as a moderating for market capability and firm performance. This was explanatory research and using questionnaire to collect the primary data from the company. Used published journals, articles, internet, book, news as a secondary data. Furthermore, this research use 229 questionnaire to the SMEs in Malaysia. Data collection is analysed by using the SPSS 23. Multiple linear regression analysis used to examine the relationship between the independents variable and dependent variable. The result show market capability have a positive relationship between firm performances. The findings would help the SME Company in Malaysia to improving their business performance.

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