How does strategic orientation influence the business performance of small and medium-sized enterprises during the COVID-19 pandemic?

Objective: The article aims to investigate the influence of strategic orientation (specifically market orientation, entrepreneurial orientation, and digital orientation) on small and medium-sized enterprises’ performance during the COVID-19 pandemic. Research Design & Methods: We surveyed 265 small and medium-sized enterprises and employed structural equation modelling (SEM) to test the hypotheses developed. Findings: Research results show that during the COVID-19 pandemic, while market orientation and digital orientation had a direct positive impact on business performance (ß= 0.230, p < 0.05 and ß= 0.236, p < 0.05, respectively), entrepreneurial orientation did not (ß= -0.038 and p > 0.05). Moreover, competitive advantage mediated the relationship between entrepreneurial orientation (indirect effect = 0.102) as well as market orientation and business performance (indirect effect = 0.046). However, this did not apply to the indirect relationship between digital orientation and performance. Finally, competitive intensity positively moderated the influences of market orientation and digital orientation on business performance. Implications & Recommendations: Based on the research findings, the study has provided SMEs with some implications to assist them in improving business performance. These consisted of the concentration on customers, competitors, and the development of an internal management information system. Moreover, during the COVID-19 pandemic, the understanding and application of digital orientation were essential. The competitive advantage of SMEs maximises when the enterprise orients toward entrepreneurial activities. Contribution & Value Added: Our study contributes to the strategic management of SMEs by investigating the influences of strategic orientation on business performance. The study also expands its scope by examining the mediating and moderating role of competitive advantage and competitive intensity, respectively.