Market Orientation, Innovativeness and Competitive Advantage: Empirical Insight from Women Entrepreneurs in the Senegalese agri-food Sector

Balla Doucouré and Assane Diagne

Journal of African Business, 2023, vol. 24, issue 2, 320-344

Abstract: The main purpose of this study is to investigate whether market orientation interacts with innovativeness to generate a dynamic capability that procures sustainable competitive advantage drawing on the resource-based theory and the dynamic-capabilities perspective. The structural equation modeling was established to explain the complex relationship between market orientation, innovativeness, and competitive advantage. To test the hypothesis, this study used partial least square with data from a survey of 105 women entrepreneurs. The results show that market orientation influences competitive advantage only when it is bundled together with innovativeness as an internal complementary resource.

Date: 2023
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DOI: 10.1080/15228916.2022.2079871

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