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Competitive strategies among Ontario farms marketing direct to consumers.
- Source :
- Agricultural & Food Economics; 5/23/2017, Vol. 5 Issue 1, p1-23, 23p
- Publication Year :
- 2017
-
Abstract
- This paper examines the importance of two resources, namely a market orientation and an entrepreneurial orientation, in new product development and satisfaction with firm performance among direct and alternative marketers. Using a partial least squares structural equation model and data from a 2013 survey, this paper models the effect of a market orientation and entrepreneurial orientation on satisfaction with current performance and expected future performance for agricultural firms in Ontario, Canada. Our results show that a market orientation and entrepreneurial orientation are important factors in determining rates of product and marketing innovations among farm-based agribusinesses. These findings further demonstrate that a market orientation is a powerful resource as it enables firms to become aware of opportunities to provide superior value for consumers, especially when operating in non-traditional markets. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 21937532
- Volume :
- 5
- Issue :
- 1
- Database :
- Complementary Index
- Journal :
- Agricultural & Food Economics
- Publication Type :
- Academic Journal
- Accession number :
- 123191354
- Full Text :
- https://doi.org/10.1186/s40100-017-0079-8