The Diagnostic Test Assumptions Model of Market Orientation on Organizational Performance the Mediating Role of Entrepreneurial Orientation and Market Innovation: A Case of Oromia Regional State MSMEs, Ethiopia

Abstract

The aim of this study the literature and assumption of diagnostic measure of to be carried out before the linear regression estimation to test Normality assumption, Linearity assumption, Multicollinearity, kurtoses and Skewness Homogeneity of Homoscedasticity assumption and Multicollinearity assumption tests of MO, with MSMEs performance that mediated EO and INNO of scarce, and this assumption that aims to examine the relationship between MO, EO and with Organizational performance, and based on the contingency theory, Market based view theory of a theoretical model that has been drawn, and survey approach with a questionnaire technique has been adapted to achieve the study objectives, and data will be collected from 388 industry sector from primary agricultural Enterprise, from Secondary Industries of Manufacturing and Construction Enterprises and from territory industries data collected from service industry of MSME performance, in Oromia regional state states of Ethiopia. The diagnostic measure assumption of findings that highlight Mo predict Customer, Competitor and IFC, from EO dimension that assess Autonomy Competitiveness Aggressiveness, Pro-active innovativeness and risk-taking and from innovation product, process, Marketing and Organizational innovation have a direct relationship with Organizational performance for the assessments of diagnostic measure of Normality, linearity, Multicollinearity, kurtoses and Skewness, Homogeneity and automatic linear regression modeling of better data fit to be highly recommended and supported for the measurement of MO, EO, ONNO with Firm performance of Business Enterprise of MSMEs Oromia, Ethiopia.