Moderating Role of Coping Strategy on the Effect of Entrepreneurial Orientation on Business Performance of Rural Women Enterprises in Kano State, Nigeria

Abstract

The business performance of rural women enterprise in Kano state is critical to poverty reeducation, household livelihood, and local economic development in Northern Nigeria. However, these enterprises face unique socio-cultural, infrastructural and resource constraints that undermine their growth. This study therefore investigated the coping strategy as a moderator on the relationship between entrepreneurial orientation (innovativeness, productiveness, risk taking) and business performance among rural women owned enterprises in Kano state. A cross-sectional survey design was adopted. Primary data were collected from 178 registered women entrepreneurs across Rano, Wudil and Bichi local government areas using a structured five-point Likert-Scale questionnaire. Data analysis employed partial least square structural equation modeling (PLC-STM0 to test six hypotheses. Key quantified findings showed that parameters;  = 0.550, p < 0001 and risk taking  = 0.285, p < 0.001 had significant effect on business performance, while innovativeness had a significant negative effect  = -0.177, p = 0.001. Coping strategies significantly moderate the relationship; negative for innovativeness (= -0.078, p = 0.025), but positively for pro-activeness (= 0.069, p = 0.043) and risk taking ( = 0.076, p = 0.031). The model explained 62% of variance in business performance. Acceptable insights for policy makers include; promote proactive and calculated risk taking behaviours through targeted business training and micro grants. Discourage generic innovation without local market alignment, support contact-specify low cost adaptive innovations. Integrate coping strategy frameworks (pivoting and perseverance) into enterprise support programmes to help navigate crises without undermining performance.