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Does Market Orientation in Small-Scale farms pay off? A study of Innovation behaviour in Spanish agriculture


  • López-Mosquera, Natalia
  • Álvarez-Coque, José María García
  • Sánchez, Mercedes


The paper underlines the importance of adopting a ‘market-orientation’ strategic approach in order to improve the performance of the firms, previously influenced by the ‘adoption of innovations’ of interest to the agricultural firms in two Spanish regions. The methodology selected has been a Multi-Group Structural Equation Modelling applied to the data obtained by personal interviews to a sample of farmers. Agricultural producers are more oriented, from the market point of view, to their regular customers and to controlling the quality of their production. The results also show a positive impact of market orientation activities on the performance to all firms.

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  • López-Mosquera, Natalia & Álvarez-Coque, José María García & Sánchez, Mercedes, 2014. "Does Market Orientation in Small-Scale farms pay off? A study of Innovation behaviour in Spanish agriculture," 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia 182813, European Association of Agricultural Economists.
  • Handle: RePEc:ags:eaae14:182813

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    References listed on IDEAS

    1. Filippaios, Fragkiskos & Papanastassiou, Marina & Pearce, Robert & Rama, Ruth, 2009. "New forms of organisation and R&D internationalisation among the world's 100 largest food and beverages multinationals," Research Policy, Elsevier, vol. 38(6), pages 1032-1043, July.
    2. W. H. Furtan & J. Sauer, 2008. "Determinants of Food Industry Performance: Survey Data and Regressions for Denmark," Journal of Agricultural Economics, Wiley Blackwell, vol. 59(3), pages 555-573, September.
    3. Zhou, Kevin Zheng & Gao, Gerald Yong & Yang, Zhilin & Zhou, Nan, 2005. "Developing strategic orientation in China: antecedents and consequences of market and innovation orientations," Journal of Business Research, Elsevier, vol. 58(8), pages 1049-1058, August.
    4. Furtan, William Hartley & Sauer, Johannes, 2008. "Determinants of Food Industry Performance – Empirical Evidence Based on a Survey," 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida 6422, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    5. Im, Subin & Hussain, Mahmood & Sengupta, Sanjit, 2008. "Testing interaction effects of the dimensions of market orientation on marketing program creativity," Journal of Business Research, Elsevier, vol. 61(8), pages 859-867, August.
    6. Fortuin, Frances T.J.M. & Batterink, Maarten H. & Omta, S.W.F. (Onno), 2007. "Key Success Factors of Innovation in Multinational Agrifood Prospector Companies," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 0(Issue 3), pages 1-24.
    7. Bhuian, Shahid N. & Menguc, Bulent & Bell, Simon J., 2005. "Just entrepreneurial enough: the moderating effect of entrepreneurship on the relationship between market orientation and performance," Journal of Business Research, Elsevier, vol. 58(1), pages 9-17, January.
    8. repec:eee:touman:v:31:y:2010:i:2:p:221-231 is not listed on IDEAS
    9. Lloyd C. Harris, 2001. "Market Orientation and Performance: Objective and Subjective Empirical Evidence from UK Companies," Journal of Management Studies, Wiley Blackwell, vol. 38(1), pages 17-43, January.
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