This paper examines how competition orientation mediates dynamic capabilities and competitive advantage relationships in small and medium retail enterprises facing dynamic situations especially from large retail enterprises. A descriptive survey research design was adopted. The population was all small and medium retail enterprises in Kenya. The sample consisted of 358 respondents to get primary data. Data was analyzed using moderated multiple regression analysis method. The study found that enhanced competition orientation strategies and actions did significantly mediate between the usage of dynamic capabilities and competitive advantage among small and medium retailing enterprises in Kenya
Download