Market Orientation, Innovativeness, and Performance of Food Companies

Aaron J. Johnson, Charles Clay Dibrell and Eric Hansen

Journal of Agribusiness, 2009, vol. 27, issue 01-2, 22

Abstract: Food processors have seen escalating levels of competition over the past three decades. An underlying objective of this research is to gain a greater understanding of how food companies thrive in the face of this increased competition. This study incorporates market orientation theory (competitor orientation, customer orientation, and interfunctional coordination) and firm innovativeness to explain differences in firm financial performance. A national survey of food processors was conducted and structural equation modeling was used to test the hypotheses. The results show that the more successful firms are more internally focused (interfunctional coordination and innovativeness) than externally focused (competitor and customer orientation).

Keywords: Agribusiness; Marketing (search for similar items in EconPapers)
Date: 2009
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

Downloads: (external link)
https://ageconsearch.umn.edu/record/90659/files/JAB_Spr-Fall09__06_pp85-106.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:jloagb:90659

DOI: 10.22004/ag.econ.90659

Access Statistics for this article

More articles in Journal of Agribusiness from Agricultural Economics Association of Georgia Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().