FIRM AGE AS A MODERATOR IN THE RELATIONSHIP BETWEEN MARKET ORIENTATION AND INNOVATION PERFORMANCE AMONG SMES IN YOBE STATE, NIGERIA

Abstract

This study examines the moderating effect of firm age on the relationship between market orientation and innovation performance among small and medium-sized enterprises (SMEs) in Yobe State, Nigeria. A cross-sectional survey design was employed, involving 376 respondents. Data were analyzed using multiple and hierarchical regression analyses. The results provide full support for the influence of all three dimensions of market orientation on marketing innovation, with significant moderating effects of firm age: customer orientation (β = .250, t = 7.576, p < .001), competitor orientation (β =.211, t =3.981, p = .002), and inter-functional coordination (β =.101, t = 9.432, p < .001). These findings indicate that firm age significantly moderates the relationship between market orientation and innovation performance. The study contributes to the literature by highlighting the role of firm age in shaping innovation outcomes in SMEs, particularly within the context of developing economies.