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MARKET ORIENTATION AND NEW PRODUCT SUPERIORITY AMONG SMALL AND MEDIUM-SIZED ENTERPRISES (SMEs): THE MODERATING ROLE OF INNOVATION CAPABILITY

Author

Listed:
  • COURAGE SIMON KOFI DOGBE

    (School of Management, Jiangsu University, 301 Xuefu Road, Zhenjiang, P. R. China)

  • HONG-YUN TIAN

    (School of Management, Jiangsu University, 301 Xuefu Road, Zhenjiang, P. R. China)

  • WISDOM WISE KWABLA POMEGBE

    (School of Management, Jiangsu University, 301 Xuefu Road, Zhenjiang, P. R. China)

  • SAMPSON ATO SARSAH

    (School of Management, Jiangsu University, 301 Xuefu Road, Zhenjiang, P. R. China)

  • CHARLES ODURO ACHEAMPONG OTOO

    (School of Management, Jiangsu University, 301 Xuefu Road, Zhenjiang, P. R. China)

Abstract

The study explored the effects of the individual dimensions of market orientation on the superiority of new products introduced unto the market by SMEs, as well as the moderating role of innovation capability on these relationships. Analysis was based on 373 SMEs whose respondents were either employee-managers or owner-managers. Confirmatory Factor Analysis was conducted to check for validity and reliability of the observed items. A hierarchical regression model was estimated to test the various hypotheses set for the study. Findings revealed that customer orientation and inter-functional coordination had a positive and significant effect on new product superiority; however, competitor orientation had no significant effect. Innovation capability positively moderated the effects of customer orientation, competitor orientation and inter-functional coordination on new product superiority. This indicates the crucial role of SMEs’ innovative capability in leveraging the effect of competitor orientation on new product superiority.

Suggested Citation

  • Courage Simon Kofi Dogbe & Hong-Yun Tian & Wisdom Wise Kwabla Pomegbe & Sampson Ato Sarsah & Charles Oduro Acheampong Otoo, 2019. "MARKET ORIENTATION AND NEW PRODUCT SUPERIORITY AMONG SMALL AND MEDIUM-SIZED ENTERPRISES (SMEs): THE MODERATING ROLE OF INNOVATION CAPABILITY," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 24(05), pages 1-25, July.
    • Handle: RePEc:wsi:ijimxx:v:24:y:2019:i:05:n:s1363919620500437
    DOI: 10.1142/S1363919620500437
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