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Market orientation and performance of small and medium enterprises in Ghana: The mediating role of innovation

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  • Bylon Abeeku Bamfo
  • Jerry Jay Kraa

Abstract

The study assessed the impact of market orientation on performance of small and medium enterprises (SMEs); the mediating role of innovation. The study was conducted on a total of 500 SMEs out of which 391 responses were received representing 78.2% response rate. Purposive and convenience sampling techniques were adopted in selecting the SMEs and questionnaires used to collect data. Explanatory research design was used. The study used Structural Equation Model (SEM) for data analysis and explored various relationships as presented in the hypothesis. The findings indicated that, market orientation variable of customer orientation positively and significantly predict performance; while competitor orientation positively predicts performance; however, not significant. Inter-functional orientation inversely and non-significantly impacts on performance of SMEs in Ghana. Innovation partially mediates between customer orientation and performance. Innovation fully mediates between inter-functional orientations and performance whereas innovation has no mediation between competitor orientation and performance. Businesses, particularly SMEs are encouraged to adopt and embark on market orientation practices and implement innovative practices so as to maximise performance.

Suggested Citation

  • Bylon Abeeku Bamfo & Jerry Jay Kraa, 2019. "Market orientation and performance of small and medium enterprises in Ghana: The mediating role of innovation," Cogent Business & Management, Taylor & Francis Journals, vol. 6(1), pages 1605703-160, January.
    • Handle: RePEc:taf:oabmxx:v:6:y:2019:i:1:p:1605703
    DOI: 10.1080/23311975.2019.1605703
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    Cited by:

    1. Munther Al-Nimer & Sinan S. Abbadi & Ahmad Al-Omush & Habib Ahmad, 2021. "Risk Management Practices and Firm Performance with a Mediating Role of Business Model Innovation. Observations from Jordan," JRFM, MDPI, vol. 14(3), pages 1-20, March.
    2. Seemant Kumar Yadav & Vikas Tripathi & Geetika Goel, 2021. "Dis-Aggregated Effect of Market Orientation on Firms' Performance: A Study on Indian Small and Medium-Scale (SMEs) Manufacturers," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 12(3), pages 87-108, July.
    3. Zhenia Tahmasebinia & Aliakbar Jokar & Amir Mohebi & Sogand Fardmehregan & Mehdi Beigi & Foozhan Tahmasebinia, 2022. "A Study on the Impact of Market and Strategic Orientations on Business Performance by Emphasizing the Role of Innovation as a Mediator," Business Management and Strategy, Macrothink Institute, vol. 13(2), pages 67-84, December.
    4. Zhiwen Li & Oswin Aganda Anaba & Zhiqiang Ma & Mingxing Li, 2021. "Ghanaian SMEs Amidst the COVID-19 Pandemic: Evaluating the Influence of Entrepreneurial Orientation," Sustainability, MDPI, vol. 13(3), pages 1-27, January.
    5. Nwankwo Cosmas Anayochukwu & Kanyangale Macdonald Isaac, 2019. "Market Orientation and Survival of Small and Medium Enterprises in Nigeria," Foundations of Management, Sciendo, vol. 11(1), pages 291-304, January.
    6. Md. Ahashan Habib & Yukun Bao & Nurun Nabi & Marzia Dulal & Asma Ansary Asha & Mazedul Islam, 2021. "Impact of Strategic Orientations on the Implementation of Green Supply Chain Management Practices and Sustainable Firm Performance," Sustainability, MDPI, vol. 13(1), pages 1-21, January.
    7. Moad Hamod Saleh & Mohammed A. Al-Hakimi, 2022. "The Effect of Marketing Ethics as a Moderator on the Relationship Between Competitor Orientation and SMEs’ Performance in Saudi Arabia," SAGE Open, , vol. 12(3), pages 21582440221, August.
    8. Dawit Tsegaye Sisay & Frans J. H. M. Verhees & Hans C. M. Trijp, 2023. "Market orientation practices of Ethiopian seed producer cooperatives," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-14, December.
    9. Rasha A. A. ElNaggar & Mayar Farrag ElSayed, 2023. "Drivers of business model innovation in micro and small enterprises: evidence from Egypt as an emerging economy," Future Business Journal, Springer, vol. 9(1), pages 1-17, December.
    10. Monica Clarkson Gajere, 2023. "Strategic orientation and performance of SMEs in Nigeria: moderating role of competitive intensity," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 13(1), pages 1-13, December.

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