Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/179095
Authors: 
Micheels, Eric T.
Boecker, Andreas
Year of Publication: 
2017
Citation: 
[Journal:] Agricultural and Food Economics [ISSN:] 2193-7532 [Volume:] 5 [Year:] 2017 [Issue:] 10 [Pages:] 1-23
Abstract: 
This paper examines the importance of two resources, namely a market orientation and an entrepreneurial orientation, in new product development and satisfaction with firm performance among direct and alternative marketers. Using a partial least squares structural equation model and data from a 2013 survey, this paper models the effect of a market orientation and entrepreneurial orientation on satisfaction with current performance and expected future performance for agricultural firms in Ontario, Canada. Our results show that a market orientation and entrepreneurial orientation are important factors in determining rates of product and marketing innovations among farm-based agribusinesses. These findings further demonstrate that a market orientation is a powerful resource as it enables firms to become aware of opportunities to provide superior value for consumers, especially when operating in non-traditional markets.
Subjects: 
Direct marketing
Entrepreneurial orientation
Market orientation
Marketing innovation
Product innovation
JEL: 
D22
D83
M31
M37
Persistent Identifier of the first edition: 
Creative Commons License: 
https://creativecommons.org/licenses/by/4.0/
Document Type: 
Article

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