International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 7, Issue 4 (July-August 2025) Submit your research before last 3 days of August to publish your research paper in the issue of July-August.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 7 Issue 4
July-August 2025

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

Structural Model Showing the Influence of Customer Orientation and Competitor Orientation on Sustainable Competitiveness with the Moderating Role of Strategic Flexibility

Author(s) Mr. Denis Clement Kawishe, Alban Dismas Mchopa, France Aloyce Shayo
Country Tanzania
Abstract This study investigates the influence of Customer Orientation (CU) and Competitor Orientation (CO) on Sustainable Competitiveness (SC) among special group SMEs engaged in public procurement, while examining the moderating role of Strategic Flexibility (SF). Data was collected from 393 SMEs registered with the Public Procurement Regulatory Authority (PPRA) in Tanzania, using structured questionnaires. Analysis was done through Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that both customer orientation and competitor orientation have significant positive effects on sustainable competitiveness. Strategic flexibility negatively moderates the relationship between competitor orientation and sustainable competitiveness, while its moderating effect on the customer orientation path was not significant. The model explains 55% of the variance in sustainable competitiveness, highlighting the important role of market orientation strategies in enhancing long-term competitiveness in public procurement contexts. The findings provide valuable insights for policymakers and SME leaders aiming to strengthen the performance of special group enterprises in dynamic procurement environments.
Keywords Customer Orientation, Competitor Orientation, Strategic Flexibility and Sustainable Competitiveness.
Field Business Administration
Published In Volume 7, Issue 4, July-August 2025
Published On 2025-08-13
DOI https://doi.org/10.36948/ijfmr.2025.v07i04.52324
Short DOI https://doi.org/g9w5fp
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 7 Isu 4Cover Page Vol 7 Isu 3Cover Page Vol 7 Isu 2

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9687-828-838 editor@ijfmr.com