Market driven innovation and entrepreneurial behaviour: The strategic value of a market orientation in primary agriculture

Eric Micheels and Hamish R Gow

International Journal of Agricultural Management, 2013, vol. 03, issue 01, 9

Abstract: This paper examines the strategic value of a market orientation using concepts from the resource based view of the firm. We show that a market orientation can be a strategic resource as it is heterogeneous, imperfectly mobile, and is imperfectly substitutable. Using examples from both small-scale and large-scale production agriculture, we show how a market orientation can contribute to the awareness and implementation of new processes to improve performance. The paper concludes with a brief discussion of market orientation and firm strategy, along with a discussion of managerial implications and calls for future research.

Keywords: Farm Management; Marketing (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:ags:ijameu:199357

DOI: 10.22004/ag.econ.199357

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