AN INVESTIGATION ON THE MEDIATING EFFECT OF ENTREPRENEURIAL ORIENTATION ON THE RELATIONSHIP BETWEEN ENVIRONMENTAL FACTORS AND PERFORMANCE OF WOMEN-OWNED ENTERPRISES IN JUBA COUNTY, SOUTH SUDAN
AN INVESTIGATION ON THE MEDIATING EFFECT OF ENTREPRENEURIAL ORIENTATION ON THE RELATIONSHIP BETWEEN ENVIRONMENTAL FACTORS AND PERFORMANCE OF WOMEN-OWNED ENTERPRISES IN JUBA COUNTY, SOUTH SUDAN
Joseph Manyang Chok - School of Business, Kenyatta University, Nairobi, Kenya
Dr. Mary Namusonge - School of Business, Kenyatta University, Nairobi, Kenya
Dr. Salome Musau - School of Business, Kenyatta University, Nairobi, Kenya
ABSTRACT
Entrepreneurship literature asserted that the alignment of contextual and other individual and organisational factors enhances positive performance related outcomes of enterprises. This assertion needed to be empirically validated in South Sudan context where research studies on women entrepreneurship are limited and anecdotal. Against this backdrop, this study investigated the mediating effect entrepreneurial orientation has on the relationship between environmental factors and performance of women owned enterprises in Juba County, South Sudan. This study was anchored on Cultural Theory of Entrepreneurship. The study utilized descriptive and explanatory research designs. A target population of 107 women-owned enterprises registered under Chamber of Commerce and the Ministry of Trade and Industry in Juba County, South Sudan participated in the study. Census approach was adopted and the owners of the registered enterprises were the study respondents. Primary data were collected using a close-ended questionnaire. Data collected were quantitatively analysed using multiple regression with the aid of Statistical Package for Social Science. Multiple regression method was used to test the hypotheses at significant level of 95 percent. From the results of the analysis, entrepreneurial orientation was found to have a positive significant mediating effect on the relationship between environmental factors and performance of enterprises owned by women in Juba County, South Sudan. It was concluded the entrepreneurial orientation is a relevant and unique tool for analysing firm performance. This is because entrepreneurship orientation works had in hand with other factors to create value in a firm. The study recommended that conducive policies that will enhance entrepreneurial orientation outcomes leading to the performance of women-owned enterprises should be initiated by Governments at different levels in South Sudan.
