The Influence of Market Orientation on Innovation Attitude and Firm Innovativeness, a Case of Agri-Food Msmes in Uganda
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Date
2023
Authors
Ajer, Basil
Ngare, Lucy
Macharia, Ibrahim
Journal Title
Journal ISSN
Volume Title
Publisher
Emerald
Abstract
Purpose – This study assessed the relationship among market orientation, innovation attitude and firm’s
innovativeness in the context of agri-food micro, small and medium enterprises (MSMEs) in a developing
country context.
Design/methodology/approach – Cross-sectional primary data was collected using structured
questionnaires from a sample of 521 agro-food MSMEs in Uganda. Data was analyzed using exploratory
factor analysis and structural equation modeling.
Findings – Results showed that interfunctional coordination influences both firm innovativeness and
innovation attitude. On the other hand, competitor orientation does not influence innovation attitude, but
negatively influences firm innovativeness, while customer orientation does not influence firm innovativeness,
but positively influences innovation attitude. Results also confirm the positive influence of innovation attitude
on firm innovativeness. These relationships vary by location, size of MSME, type of MSME.
Research limitations/implications – The findings of study this imply that agri-food firms should focus on
improving the internal coordination among departments so as to improve both attitude toward innovation and
firm’s innovativeness.
Originality/value – This study investigates market orientation and innovation in agro-food MSMEs in a
development country
Description
Article
Keywords
Agri-food, Micro, Small and medium enterprise, Interfunctional coordination, Competitor orientation, Uganda
Citation
Ajer, B., Ngare, L., & Macharia, I. (2023). The influence of market orientation on innovation attitude and firm innovativeness: a case of agri-food MSMEs in Uganda. Journal of Agribusiness in Developing and Emerging Economies.