Strategic Orientations and Innovation Capability for Sustaining MSME Performance: Insights from the Agricultural Sector

Noraindah Abdullah Fahim (noraindah@utm.my)
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Noraindah Abdullah Fahim: Faculty of Management, Universiti Teknologi Malaysia, Malaysia Author-2-Name: Logaiswari Indiran Author-2-Workplace-Name: Faculty of Management, Universiti Teknologi Malaysia, Malaysia Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:

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Abstract: " Objective - This study aims to examine the role of Market Learning Orientation (MLO) and Entrepreneurial Orientation (EO) in enhancing Innovation Capability (IC) to sustain the performance of Micro, Small, and Medium Enterprises (MSMEs) in Malaysia, specifically in the Fruits and Vegetables (FFV) contract farming sector. Methodology/Technique - Using a quantitative approach, primary data were collected from 228 FFV MSMEs through structured questionnaires. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the relationships between MLO, EO, IC, and firm performance. Findings and Novelty - The results reveal that both MLO (β = 0.156, p

Keywords: Market Learning Orientation; Entrepreneurial Orientation; Innovation Capability; MSME Performance; Fruits and Vegetables Contract Farming; Malaysia; Business Sustainability. (search for similar items in EconPapers)
JEL-codes: G21 L26 O16 (search for similar items in EconPapers)
Pages: 7
Date: 2024-12-31
New Economics Papers: this item is included in nep-cse, nep-sbm and nep-sea
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Published in Journal of Management and Marketing Review, Volume 9, Issue4

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Persistent link: https://EconPapers.repec.org/RePEc:gtr:gatrjs:jmmr343

DOI: 10.35609/jmmr.2024.9.4(4)

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