A review and evaluation of market orientation research in an emerging African economy

Coffie, Stanley; Blankson, Charles; Dadzie, Samuel Ato

doi:10.1080/0965254x.2018.1555546

Cited by 5 publications

(3 citation statements)

References 39 publications

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“…Yet, R&D is imperative for discovering unmet and unknown market needs. Moreover, firms have limited resources dedicated to market investment activities (Coffie, Blankson, and Dadzie 2018;Muchie and Baskaran 2013;Olabode, Adeola, and Assadinia 2018). Hence, it is unlikely that firms exhibit a very strong sales focus.…”

Section: Discussionmentioning

confidence: 99%

“…Extant literature focuses on the complementarities between innovation and exporting within the context of developed countries (Cassiman, Golovko, and Ester 2010;Rodil, Vence, and Sánchez 2016;Love and Roper 2015;Carboni and Medda 2018;Filipescu, Rialp, and Rialp 2009;Filipescu et al 2013;Chiva, Ghauri, and Alegre 2014;Pla-Barber and Alegre 2007;Roper and Love 2002;López and García Rodríguez 2005). Nevertheless, there is an apparent dearth of literature disentangling the mechanisms that underlie this interrelationship in developed and developing (Coffie, Blankson, and Dadzie 2018;Gkypali, Arvanitis, and Tsekouras 2018;Olabode, Adeola, and Assadinia 2018;Fu, Mohnen, and Zanello 2018). Additionally, there is a specific paucity of studies shedding light on such issues in sub-Saharan Africa (SSA).…”

Section: Introductionmentioning

confidence: 99%

“…High levels of illiteracy also imply lack of skilled human capital which hampers export performance (Wood 2001;Söderbaum and Teal 2016;Zeufack 2001). Furthermore, a majority of firms do not conduct R&D or invest in markets (Coffie, Blankson, and Dadzie 2018;Muchie and Baskaran 2013;Olabode, Adeola, and Assadinia 2018). Thus, countries in SSA typically lie farther away from the technological frontier.…”

Section: Introductionmentioning

confidence: 99%

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Innovation and exporting: the case of mediation effects in Sub-Saharan Africa

Barasa

Kinyanjui

Knoben

et al. 2020

Industry and Innovation

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This study investigates the mechanisms accounting for the two-way relationship between innovation and exporting in sub-Saharan Africa. We hypothesise that the relation between innovation and subsequent exporting is mediated by market investment. We also hypothesise that customer feedback mediates the relation between exporting and subsequent innovation. We test these hypotheses using repeated cross-sectional data from the 2006/07 and 2013 World Bank Enterprise Surveys. We also use data from the 2013 Innovation Follow-up survey. We indeed find that market investment mediates the effect of innovation on subsequent exporting and that customer feedback mediates the effect of exporting on subsequent innovation. We conclude that innovation policies aimed at fostering novel product innovation may be important for creating a new market space on the export market. Furthermore, investment in information and communications technology infrastructure is likely to enhance faster response to market needs.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Innovation and exporting: the case of mediation effects in Sub-Saharan Africa

Barasa

Kinyanjui

Knoben

et al. 2020

Industry and Innovation

View full text Add to dashboard Cite

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B2B brand positioning in emerging markets: Exploring positioning signals via websites and managerial tensions in top-performing African B2B service brands

Mogaji

Restuccia

Lee

et al. 2023

Industrial Marketing Management

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Market orientation practices of Ethiopian seed producer cooperatives

Sisay,

Verhees,

van Trijp

2023

Humanit Soc Sci Commun

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The practices of market orientation are context-specific. This paper focuses on the concept and practices of market orientation in Ethiopian seed producer cooperatives (SPCs). Based on 44 semi-structured interviews with experts and practitioners (SPC leaders and member farmers), we identify key market orientation elements in the SPCs’ context. Market orientation criteria in the Ethiopian SPC context could meaningfully be grouped into five underlying dimensions: quality of produce, business organization, external orientation, value addition activities, and supplier access. The understanding of market orientation by practitioners, particularly by member farmers, is limited to quality seed production. There is considerable recognition among respondents of the importance of customer orientation in the SPC context. Information on produced seeds, market prices, and profits is considered important. Information on competitors, although recognized by experts as important, is not really gathered by SPCs. Experts believe that the SPC committees should be responsible for information dissemination, but in practice, there is also an important role for the SPC chairman personally. Market-oriented practices in SPCs contribute to increasing employment and productivity and ensuring food security. Policymakers should devise strategies to support SPCs in becoming more market-oriented and successful in their business ventures. Specific market orientation practices by SPCs are discussed in detail.

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A review and evaluation of market orientation research in an emerging African economy

Cited by 5 publications

References 39 publications

Innovation and exporting: the case of mediation effects in Sub-Saharan Africa

Innovation and exporting: the case of mediation effects in Sub-Saharan Africa

B2B brand positioning in emerging markets: Exploring positioning signals via websites and managerial tensions in top-performing African B2B service brands

Market orientation practices of Ethiopian seed producer cooperatives

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