The Influence of Market Orientation on Innovation Attitude and Firm Innovativeness, a Case of Agri-Food Msmes in Uganda

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dc.contributor.authorAjer, Basil
dc.contributor.authorNgare, Lucy
dc.contributor.authorMacharia, Ibrahim
dc.date.accessioned2023-05-26T13:11:09Z
dc.date.available2023-05-26T13:11:09Z
dc.date.issued2023
dc.descriptionArticleen_US
dc.description.abstractPurpose – 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 countryen_US
dc.description.sponsorshipTraining the Next Generation of Scientists for Africa provided by the Regional Universities Forum for Capacity Building in Agriculture (RUFORUM)en_US
dc.identifier.citationAjer, 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.en_US
dc.identifier.otherhttps://doi.org/10.1108/JADEE-11-2022-0250
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/25440
dc.language.isoenen_US
dc.publisherEmeralden_US
dc.subjectAgri-fooden_US
dc.subjectMicroen_US
dc.subjectSmall and medium enterpriseen_US
dc.subjectInterfunctional coordinationen_US
dc.subjectCompetitor orientationen_US
dc.subjectUgandaen_US
dc.titleThe Influence of Market Orientation on Innovation Attitude and Firm Innovativeness, a Case of Agri-Food Msmes in Ugandaen_US
dc.typeArticleen_US
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