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

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dc.contributor.authorCOURAGE, SIMON KOFI DOGBE
dc.contributor.authorHONG-YUN, TIAN
dc.contributor.authorWISDOM, WISE KWABLA POMEGBE
dc.contributor.authorSAMPSON, ATO SARSAH
dc.contributor.authorCHARLES ,ODURO ACHEAMPONG OTOO
dc.date.accessioned2024-02-07T17:11:22Z
dc.date.available2024-02-07T17:11:22Z
dc.date.issued2019-07-25
dc.description.abstractThe 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.
dc.identifier.citationDogbe, 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.
dc.identifier.urihttps://ir.aamusted.edu.gh/handle/123456789/1230
dc.language.isoen
dc.publisherInternational Journal of Innovation Management
dc.titleMARKET ORIENTATION AND NEW PRODUCT SUPERIORITY AMONG SMALL AND MEDIUM-SIZED ENTERPRISES (SMEs): THE MODERATING ROLE OF INNOVATION CAPABILITY
dc.typeArticle
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