Effects of market orientation on farmer resilience and dairy farm performance in emerging economy

Dickson Otieno Okello and Fahad Juma Luttah

Cogent Business & Management, 2022, vol. 9, issue 1, 2010481

Abstract: The focal point of this study was determining the effect of market orientation on farm performance as moderated by farmer resilience in the volatile dairy sector of an emerging country, Kenya. Using data from 682 respondents found in one of the vibrant dairy production counties in the country, Murang’a County, the study examined the interrelationships between market orientation, farmer resilience, and farm performance. Results from the analysis indicate a significant relationship between all the dimensions of market orientation (competitor orientation, customer orientation and inter-functional coordination) with both farmer resilience and farm performance with the exception of a non-significant relationship between customer orientation and farm performance. The significant relationship between inter-functional coordination and farm performance was the only one that displayed a negative correlation. The findings on the moderating effects of resilience on the market orientation-farm performance relationship report a positive significant effect. As this study represents the first effort to look into the linkages between the three concepts collectively, it provides important insight into the understanding the three concepts in the context of an emerging country.

Date: 2022
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DOI: 10.1080/23311975.2021.2010481

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