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Competitive strategies among Ontario farms marketing direct to consumers

Eric Micheels () and Andreas Boecker ()

Agricultural and Food Economics, 2017, vol. 5, issue 1, 1-23

Abstract: 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.

Keywords: Direct marketing; Entrepreneurial orientation; Market orientation; Marketing innovation; Product innovation; D22; D83; M31; M37 (search for similar items in EconPapers)
Date: 2017
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Handle: RePEc:spr:agfoec:v:5:y:2017:i:1:d:10.1186_s40100-017-0079-8