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Market driven innovation and entrepreneurial behaviour: The strategic value of a market orientation in primary agriculture

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  • Micheels, Eric T
  • Gow, Hamish R

Abstract

This paper examines the strategic value of a market orientation using concepts from the resource based view of the firm. We show that a market orientation can be a strategic resource as it is heterogeneous, imperfectly mobile, and is imperfectly substitutable. Using examples from both small-scale and large-scale production agriculture, we show how a market orientation can contribute to the awareness and implementation of new processes to improve performance. The paper concludes with a brief discussion of market orientation and firm strategy, along with a discussion of managerial implications and calls for future research.

Suggested Citation

  • Micheels, Eric T & Gow, Hamish R, 2013. "Market driven innovation and entrepreneurial behaviour: The strategic value of a market orientation in primary agriculture," International Journal of Agricultural Management, Institute of Agricultural Management, vol. 3(1), pages 1-9, October.
    • Handle: RePEc:ags:ijameu:199357
    DOI: 10.22004/ag.econ.199357
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    References listed on IDEAS

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    Farm Management; Marketing;

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