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
ISSN: 2044-0839
Article publication date: 9 May 2023
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.
Keywords
Acknowledgements
This study was supported by a capacity building competitive grant; Training the Next Generation of Scientists for Africa, provided by the Regional Universities Forum for Capacity Building in Agriculture (RUFORUM).
Citation
Ajer, B., Ngare, L. and 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, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JADEE-11-2022-0250
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited