Marketing Capabilities, Market Orientation and Food Security of Biofortified Cassava Producers in Nigeria

Abstract

This paper proposed that marketing capability is a critical component of market orientation. As such, knowledge of intelligence and competitive strategy, aspects of market capability obtained through training is essential for market orientation. Cross-sectional survey was used. Data were collected with a structured questionnaire and analysed using the structural equation model (SEM). The structural model and path estimates indicate that all the constructs intervene in food security, implying that a systemic approach rather than individual strength can help achieve food security. The study's findings support the perspective that marketing capabilities have spill-over effects that improve market orientation and food security performance. Therefore, BoP producers through training can generate significant marketing capabilities that can improve the food market. It highlights the importance of producers adopting a market-oriented approach. The study recommended a multi-stakeholder engagement model toward integrating biofortification into public and private policies and programmes. This would encourage investment and continuous training of producers on how to improve communication and customer relationship management to stimulate consumption and supply.

The Role of Social Capital in Climate Change Adaptation: Small Farmers’ Perspective

“…The management of disasters and extreme weather events (EWEs) can prove to be particularly challenging for small-scale farmers, thereby putting them at a disadvantage in comparison to their larger counterparts (Halkos et al 2018;Oteh et al 2023;Prasad et al 2015). Such farmers are required to navigate their local context and position in the value chain, which can prove to be an arduous task, especially when compounded by geographical and social isolation in rural areas (Arunrat et al 2017;Ayanlade, Radeny, and Morton 2016;Eakin, Lemos, and Nelson 2014;Glavee-Geo, Burki, and Buvik 2020;Mashizha 2019).…”