IDEAS home Printed from https://ideas.repec.org/a/wsi/ijimxx/v24y2019i05ns1363919620500437.html
   My bibliography  Save this article

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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Courage Simon Kofi Dogbe & Hong-Yun Tian & Wisdom Wise Kwabla Pomegbe & Sampson Ato Sarsah & Charles Oduro Acheampong Otoo, 2019. "MARKET ORIENTATION AND NEW PRODUCT SUPERIORITY AMONG SMALL AND MEDIUM-SIZED ENTERPRISES (SMEs): THE MODERATING ROLE OF INNOVATION CAPABILITY," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 24(05), pages 1-25, July.
    • Handle: RePEc:wsi:ijimxx:v:24:y:2019:i:05:n:s1363919620500437
    DOI: 10.1142/S1363919620500437
    as

    Download full text from publisher

    File URL: https://www.worldscientific.com/doi/abs/10.1142/S1363919620500437
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1142/S1363919620500437?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:ijimxx:v:24:y:2019:i:05:n:s1363919620500437. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscinet.com/ijim/ijim.shtml .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.