The purpose of this study is to shed light on how strategic fits between market orientation and the prospector strategy leads to higher performance of small businesses in Vietnam. This study draws from the contingency theory of organization to propose that strategic fits in small businesses represent by prospector strategy's mediating effects on the link between market orientation and these small businesses' performance. Data collected from 161 small businesses in Vietnam was examined. PLS-SEM was used to assess the research framework. The results reveal that the fit between market orientation and the prospector strategy, represented by the full mediating effects of this strategy, is essential to determine the performance improvement of small businesses in Vietnam. For the findings, this study provides some practical implications for small business owners in Vietnam. This study also contributes to the strategic management literature by providing empirical evidence, which suggests the strategic fits between prospector strategy and market orientation induces performance. This study also overcomes the limitations relating to the proposals of the analytic framework to assess strategic fits. Lastly, this study extends to strategic management literature by examining the role of strategic fit in small businesses' contexts.

中文翻译：

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市场导向如何诱导小型企业绩效：战略契合的作用

本研究的目的是阐明市场导向和探矿者战略之间的战略契合如何导致越南小企业的更高绩效。本研究借鉴组织权变理论，提出小企业的战略契合表现为探矿者战略对市场导向与小企业绩效之间联系的中介作用。检查了从越南 161 家小企业收集的数据。PLS-SEM 用于评估研究框架。结果表明，市场导向与探矿者战略之间的契合度（以该战略的充分中介效应为代表）对于确定越南小企业的业绩改善至关重要。对于调查结果，这项研究为越南的小企业主提供了一些实际意义。本研究还通过提供经验证据为战略管理文献做出了贡献，这表明探矿者战略和市场导向之间的战略契合会导致绩效。本研究还克服了与分析框架建议相关的局限性，以评估战略契合度。最后，本研究通过检验战略契合在小企业环境中的作用延伸到战略管理文献。本研究还克服了与分析框架建议相关的局限性，以评估战略契合度。最后，本研究通过检验战略契合在小企业环境中的作用延伸到战略管理文献。本研究还克服了与分析框架建议相关的局限性，以评估战略契合度。最后，本研究通过检验战略契合在小企业环境中的作用延伸到战略管理文献。