The mediating role of innovativeness in the relationship between market orientation and performance: an application to Senegalese agri-food VSEs

Abstract

In a managerial discourse, market orientation and innovativeness are considered imperative to firms’ competitiveness. Research on them has particularly focussed on medium and large companies in Europe and the United States, while others have focussed on market orientation’s impact on the performance of very small enterprises (VSEs) in developed countries. However, the role of innovativeness in the relationship between market orientation and performance, in micro-enterprises based especially in Africa, is less studied. This research proposes a conceptual model to assess market orientation’s impact on VSE performance and establishes the mediating role of innovativeness in this relationship. Focusing on small food processing units and vegetable producers, a sample of VSEs for collecting primary data was compiled from a survey of 150 VSE leaders. A structural equation model was used, based on the LISREL approach. Results confirm a direct link between market orientation and performance, and demonstrate the mediating role of innovativeness.

Keywords:

• Market orientation
• innovativeness
• performance
• agri-food
• VSEs

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes

1 General Census of Population and Housing, Agriculture, and Livestock conducted by the ANSD in 2013.

2 Law No. 2008-29 of 28 July 2008 on the promotion and development of Small and Medium Enterprises.

Additional information

Notes on contributors

Balla Doucouré

Balla Doucouré, Ph.D. in Management Sciences at Cheikh Anta Diop University of Dakar in 2018, Dakar. Currently he is Associate Lecturer in marketing management at Cheikh Anta Diop University of Dakar. He is member of the LEMSTRAT / PME research laboratory and him research emphasises on marketing and innovation.

Fatiha Fort

Fatiha Fort, Ph.D. in Management Sciences at the university of Montpellier in 2005. Currently she is full professor in marketing management at SupAgro Montpellier. She is a member of the MOISA Research Unit and her research focuses on consumer behaviour toward sustainable food. She published many papers in the field of marketing of food products and territories.

Ibrahima-Samba Dankoco

Ibrahima Samba Dankoco, Ph.D. in Management Sciences at Cheikh Anta Diop University of Dakar in 1996. Currently he is full professor in marketing management at Cheikh Anta Diop University of Dakar. He is director of the LEMSTRAT / PME research laboratory. He is the author of numerous articles.