MARKET ORIENTATION AND NEW PRODUCT SUPERIORITY AMONG SMALL AND MEDIUM-SIZED ENTERPRISES (SMEs): THE MODERATING ROLE OF INNOVATION CAPABILITY

Courage Simon Kofi Dogbe, Hong-Yun Tian (), Wisdom Wise Kwabla Pomegbe (), Sampson Ato Sarsah () and Charles Oduro Acheampong Otoo ()
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Courage Simon Kofi Dogbe: School of Management, Jiangsu University, 301 Xuefu Road, Zhenjiang, P. R. China
Hong-Yun Tian: School of Management, Jiangsu University, 301 Xuefu Road, Zhenjiang, P. R. China
Wisdom Wise Kwabla Pomegbe: School of Management, Jiangsu University, 301 Xuefu Road, Zhenjiang, P. R. China
Sampson Ato Sarsah: School of Management, Jiangsu University, 301 Xuefu Road, Zhenjiang, P. R. China
Charles Oduro Acheampong Otoo: School of Management, Jiangsu University, 301 Xuefu Road, Zhenjiang, P. R. China

International Journal of Innovation Management (ijim), 2019, vol. 24, issue 05, 1-25

Abstract: The study explored the effects of the individual dimensions of market orientation on the superiority of new products introduced unto the market by SMEs, as well as the moderating role of innovation capability on these relationships. Analysis was based on 373 SMEs whose respondents were either employee-managers or owner-managers. Confirmatory Factor Analysis was conducted to check for validity and reliability of the observed items. A hierarchical regression model was estimated to test the various hypotheses set for the study. Findings revealed that customer orientation and inter-functional coordination had a positive and significant effect on new product superiority; however, competitor orientation had no significant effect. Innovation capability positively moderated the effects of customer orientation, competitor orientation and inter-functional coordination on new product superiority. This indicates the crucial role of SMEs’ innovative capability in leveraging the effect of competitor orientation on new product superiority.

Keywords: Market orientation; new product superiority; SMEs; innovation capability (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1142/S1363919620500437

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