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The mediating role of innovativeness in the relationship between market orientation and performance: an application to Senegalese agri-food VSEs

Author

Listed:
  • Balla Doucouré

    (Faculté des Sciences Economiques et de Gestion - UCAD - Université Cheikh Anta Diop de Dakar [Sénégal])

  • Fatiha Fort

    (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier)

  • Ibrahima-Samba Dankoco

    (Faculté des Sciences Economiques et de Gestion - UCAD - Université Cheikh Anta Diop de Dakar [Sénégal])

Abstract

In a managerial discourse, market orientation and innovativeness are considered imperative to firms' competitiveness. Research on them has particularly focussed on medium and large companies in Europe and the United States, while others have focussed on market orientation's impact on the performance of very small enterprises (VSEs) in developed countries. However, the role of innovativeness in the relationship between market orientation and performance, in micro-enterprises based especially in Africa, is less studied. This research proposes a conceptual model to assess market orientation's impact on VSE performance and establishes the mediating role of innovativeness in this relationship. Focusing on small food processing units and vegetable producers, a sample of VSEs for collecting primary data was compiled from a survey of 150 VSE leaders. A structural equation model was used, based on the LISREL approach. Results confirm a direct link between market orientation and performance, and demonstrate the mediating role of innovativeness.

Suggested Citation

  • Balla Doucouré & Fatiha Fort & Ibrahima-Samba Dankoco, 2018. "The mediating role of innovativeness in the relationship between market orientation and performance: an application to Senegalese agri-food VSEs," Post-Print hal-01886499, HAL.
    • Handle: RePEc:hal:journl:hal-01886499
    DOI: 10.1080/19186444.2018.1475090
    Note: View the original document on HAL open archive server: https://hal.science/hal-01886499
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    References listed on IDEAS

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    1. Midgley, David F & Dowling, Grahame R, 1978. "Innovativeness: The Concept and Its Measurement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(4), pages 229-242, March.
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