Impact of entrepreneurial orientation, marketing capability, and market orientation on business sustainability and corporate reputation

This research aimed to explore the effect of market orientation, marketing capability, and entrepreneurial orientation on business sustainability and corporate reputation in Small and Medium Enterprises (SMEs). It also aimed to test the mediating effect of business sustainability between the stated factors and corporate reputation. The required data was obtained from employees of various SMEs in the United Arab Emirates (UAE) through a survey method. Structural equation modeling (PLS-SEM) was used for data analysis in order to test the hypotheses and reach at conclusions. The analysis confirmed that entrepreneurial orientation and market orientation have significant effects on business sustainability and corporate reputation. It was also found that marketing capability plays a key role in affecting business sustainability and corporate reputation. Lastly, the results revealed that business sustainability mediates the relationship among the selected factors and corporate reputation. The findings contribute to the existing empirical research on this topic and suggest that SMEs’ management should emphasize on these factors in an attempt to ensure the sustainability of their businesses and strengthen their reputations.