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The key role of market orientation in innovation ambidexterity in agribusiness firms

Author

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  • Beatriz Corchuelo Martínez-Azúa

    (Universidad de Extremadura)

  • Álvaro Dias

    (ISCTE-IUL and BRU-Business Research Unit)

  • Celia Sama-Berrocal

    (Universidad de Extremadura)

Abstract

The objective of this study is to examine the relationships between market orientation, organizational culture, proactive management, organizational climate, and organizational structure on the innovative orientation (exploitative and exploratory innovation). Little research has been conducted to examine the relationship between these organizational dimensions and innovation orientation. This study offers this and provides a particular type of companies (agribusiness) and context (Extremadura, Spain). Quantitative approach, by using structural modelling equations, to analyze data from 151 innovative agri-food firms was used in this study. Then, using a fuzzy set qualitative comparative analysis (fsQCA), was carried out to obtain additional insights. The main result find that market orientation plays a key role both in exploitative and exploratory innovation in agribusiness firms. Innovation exploitation is influenced by the firm’s organic structure. Results from fsQCA provide valuable findings showing that innovation exploitation and exploration result from distinct organizational configurations, thus providing valuable insights for decision and policy-making.

Suggested Citation

  • Beatriz Corchuelo Martínez-Azúa & Álvaro Dias & Celia Sama-Berrocal, 2025. "The key role of market orientation in innovation ambidexterity in agribusiness firms," Review of Managerial Science, Springer, vol. 19(1), pages 39-65, January.
    • Handle: RePEc:spr:rvmgts:v:19:y:2025:i:1:d:10.1007_s11846-024-00732-6
    DOI: 10.1007/s11846-024-00732-6
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    More about this item

    Keywords

    Innovation; Organic structure; Organizational culture; Organizational climate; Proactive management;
    All these keywords.

    JEL classification:

    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure

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