This study aims to examine and assess the correlation between entrepreneurship orientation , competitive advantage, and innovation in terms of firm performance. The population of this study comprises business participants and strategic decision makers in th e third party logistics (3PL) industry. The respondents are located in Selangor . The analysis tool used for this study was Structural Equation Modelling (SEM) utilising AMOS software. Additionally, a 5 point Likert scale was utilised. The study's findings indicate that the entrepreneurial orientation significantly impacts competitive advantage and innovation, but does not have a significant effect on business performance. Entrepreneurial orientation encompasses traits such as competitiveness, willingness to take risks by perceiving uncertain circumstances as opportunities, motivation to engage in ecologically sustainable businesses, and prioritisation of economic success over failure. Competitive advantage and innovation have a substantial impact on business performance. The process of business owners efficiently minimises the utilisation of raw materials that produce hazardous waste, whereas market innovation involves promoting services through digital marketing and designing attractive logistics services . T he indirect impact shows that competitive advantage acts as a mediator between entrepreneurial orientation and business performance, while innovation does not have the same effect.