MARKET ORIENTATION AND NEW PRODUCT SUPERIORITY AMONG SMALL AND MEDIUM-SIZED ENTERPRISES (SMEs): THE MODERATING ROLE OF INNOVATION CAPABILITY
MARKET ORIENTATION AND NEW PRODUCT SUPERIORITY AMONG SMALL AND MEDIUM-SIZED ENTERPRISES (SMEs): THE MODERATING ROLE OF INNOVATION CAPABILITY
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Date
2019-07-25
Authors
COURAGE, SIMON KOFI DOGBE
HONG-YUN, TIAN
WISDOM, WISE KWABLA POMEGBE
SAMPSON, ATO SARSAH
CHARLES ,ODURO ACHEAMPONG OTOO
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Publisher
International Journal of Innovation Management
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 moder ating 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 cus tomer 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.
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Citation
Dogbe, C. S. K., Tian, H. Y., Pomegbe, W. W. K., Sarsah, S. A., & Otoo, C. O. A. (2020). Market orientation and new product superiority among small and medium-sized enterprises (SMEs): the moderating role of innovation capability. International Journal of Innovation Management, 24(05), 2050043.