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

2019 ◽  
Vol 24 (05) ◽  
pp. 2050043 ◽  
Author(s):  
COURAGE SIMON KOFI DOGBE ◽  
HONG-YUN TIAN ◽  
WISDOM WISE KWABLA POMEGBE ◽  
SAMPSON ATO SARSAH ◽  
CHARLES ODURO ACHEAMPONG OTOO
Keyword(s):  
Market Orientation ◽  
Customer Orientation ◽  
New Product ◽  
Hierarchical Regression ◽  
Innovation Capability ◽  
Validity And Reliability ◽  
Competitor Orientation ◽  
The Individual ◽  
Moderating Role

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.

MARKET ORIENTATION AND NEW PRODUCT SUCCESS RELATIONSHIP: THE ROLE OF INNOVATION CAPABILITY, ABSORPTIVE CAPACITY, GREEN BRAND POSITIONING

2020 ◽  
pp. 2150033
Author(s):  
COURAGE SIMON KOFI DOGBE ◽  
BYLON ABEEKU BAMFO ◽  
WISDOM WISE KWABLA POMEGBE
Keyword(s):  
Market Orientation ◽  
Absorptive Capacity ◽  
New Product ◽  
Brand Positioning ◽  
Innovation Capability ◽  
New Product Success ◽  
Product Success ◽  
The Relationship ◽  
Moderating Role

We explored the mediating role of innovation capability in the relationship between market orientation and new product success; the moderating role of realised absorptive capacity in the relationship between market orientation and innovation capability; and finally, the moderating role of green brand positioning in the relationship between innovation capability and new product success. Empirical analysis was based on 329 manufacturing firms. Various validity and reliability checks were conducted before the presentation of the actual analysis, which was conducted using the ordinary least squares approach in SPSS (v.20). Findings supported all our three hypotheses for the study, thereby showing innovation capability, realised absorptive capacity and green brand positioning, are very critical in the market orientation-new product success relationship.

scholarly journals Moderating Role of Materialism in the Effect of Perceived Value on Purchase Intention of Counterfeits of Luxury Brands

2017 ◽  
Vol 9 (4) ◽  
pp. 76
Author(s):  
Selma Kalyoncuoglu ◽  
Begum Sahin
Keyword(s):  
Purchase Intention ◽  
Perceived Value ◽  
Survey Method ◽  
Hierarchical Regression ◽  
Luxury Brands ◽  
Validity And Reliability ◽  
Physical Assets ◽  
Counterfeit Products ◽  
Moderating Role

The use of counterfeits of luxury brands has become a phenomenon in Turkey in recent years since they are the most significant facilitator for consumers to reach luxury consuming products. Limited number of studies in the literature shows that consumers prefer counterfeits of luxury brands for a variety of reasons. Within this study, it is believed that perceived value of products in consumers’ minds and consumers’ materialistic tendencies demonstrating the worth attached to physical assets could have an impact on their purchase intention of counterfeits of luxury brands. Within this framework, this study aims to identify the effect of perceived value on consumer purchase intention of counterfeits of luxury brands and the moderating role of materialism in this effect. Data of the study are being collected through face-to-face survey method with university students who have bought and used counterfeit products before. Exploratory Factor Analysis is carried out for construct validity and reliability of the research model, and relationships between variables are measured with Hierarchical Regression Analysis to test the model. The result expected to be reached based on the findings of the study is to be able to present whether the relationship between consumers’ perceived value of counterfeit products and their purchase intention of counterfeits of luxury brands are dependent on consumers’ materialistic tendencies. Therefore, it is envisaged that consumers who have high materialistic tendencies will show more purchase intention of counterfeits of luxury brands compared to consumers having low materialistic tendencies when they perceive high value for counterfeit products. However, it was found that materialism did not have any moderating role in the effect of perceived value of counterfeit products on purchase intention of counterfeits of luxury brands.

Exploring the Mediating and Moderating Role of Services Marketing Strategy and Safety and Security Measures in the Tourism Industry

2018 ◽  
pp. 905-932
Author(s):  
Rania B. Mostafa ◽  
Lamiaa I. Hefny
Keyword(s):  
Marketing Strategy ◽  
Business Performance ◽  
Customer Orientation ◽  
Services Marketing ◽  
Tourism Industry ◽  
Hierarchical Regression ◽  
Security Measures ◽  
Policy Makers ◽  
Moderating Role

The purpose of this paper is to investigate the mediating and moderating role of innovative services marketing strategy and safety and security measures in the tourism industry. Data were collected from 104 managers of travel agencies operating in Egypt. Mediation and moderation analysis were carried out to test the research hypotheses using Hierarchical Regression method. Findings reveal that a travel agency's ability to transform its customer orientation and/or innovation orientation into enhanced business performance depends on its ability to offer innovative service marketing strategy. Moreover, this study supported the importance of safety and security measures in improving the firm performance because they strengthen the positive effect of the tourism strategy, namely innovative services marketing strategy on the marketing performance. The research highlights the importance of innovative services marketing strategy and safety and security measures for academics, travel agency's managers and policy makers.

The Role of Market-Orientation on the Financial Statements of Insurance Companies

2018 ◽  
Vol 9 (1) ◽  
pp. 51-60
Author(s):  
Rahman Khoshku ◽  
Tayyebeh Farahani
Keyword(s):  
Market Orientation ◽  
Market Share ◽  
Customer Orientation ◽  
Financial Statements ◽  
Insurance Companies ◽  
Sales Volume ◽  
Competitor Orientation ◽  
The Relationship

The present study examines the relationship between market-orientation and its indices on the financial statements (and indices) in Tehran's Asian Insurance companies. The results showed that direct and inverse relationships can be seen between customer-orientation, competitor-orientation and coordination of performance as market-orientation with market share, sales volume and profitability of a company's financial statements as indices. Therefore, it is recommended to companies to reinforce indices such as customer-orientation and coordination of performance that are positively correlated with all indices of financial statements in order to increase the financial statements.

scholarly journals Effect of Customer Orientation and Competitor Orientation on New Product Development of Woven Products: The Role of Innovation Possibilities

2020 ◽  
Vol 7 (7) ◽  
pp. 156
Author(s):  
Jamilah Jamilah ◽  
Dwi Putra Buana Sakti ◽  
Lalu Edy Herman
Keyword(s):  
Product Development ◽  
New Product Development ◽  
Structural Equation ◽  
Customer Orientation ◽  
New Product ◽  
Equation Modeling ◽  
Significant Positive Effect ◽  
Innovation Capability ◽  
Competitor Orientation ◽  
Positive Effect

The purpose of this research is to find out the significance of the influence of Customer Orientation, Competitor Orientation, and Innovation Capability to New Product Development, as well as knowing the role mediation of the Innovation Capability variable on weaving products. New products have a very important role in maintaining business sustainability. New customer-centered product development is a product development that focuses on finding solutions to solve customer problems and provide a more satisfying experience for customers. To stay competitive and survive in the market, companies need to improve innovation capability. The population of this study is all owners of weaving products enterprises, which the exact number is certainly known, with the number of samples is 112 respondents. This research uses structural equation modeling (SEM analysis) with the smartPLS application. The results showed that Customer Orientation and Competitor Orientation have a significant positive effect on Innovation Capability, then Competitor Orientation and Innovation Capabilityhas a significant positive effect on New Product Development, while Customer Orientation does not significantly affect New Product Development. For the mediating influence of Innovation Capability, there is a fully mediating role in the significant influence of Customer Orientation on New Product Development. Meanwhile, on the influence of Competitor Orientation towards New Product Development, there is a partial effect of mediation found

Market orientation, performance and the mediating role of innovation in Indonesian SMEs

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Clare D'souza ◽  
Marthin Nanere ◽  
Malliga Marimuthu ◽  
Mokhamad Arwani ◽  
Ninh Nguyen
Keyword(s):  
Firm Performance ◽  
Market Orientation ◽  
Structural Equation ◽  
Customer Orientation ◽  
Point Of View ◽  
Theoretical Point ◽  
Content Type ◽  
Mediating Role ◽  
Competitor Orientation

PurposeDespite the theoretical advancements of market orientation and firm performance, there is a paucity of research regarding SMEs in Indonesia. Customer and competitor orientation were examined as two distinct constructs as per the literature, as it has been questioned for its robustness. They have been used synonymously, even though customer orientation is operationalised as a component of a market orientation construct. There is support for the argument from a theoretical point of view to keep customer orientation and competitor orientation separate. The objective of this research was to empirically test market orientation concepts on firm performance and assessing customer and competitor orientation separately. Furthermore, it also tests whether innovation plays a mediating role.Design/methodology/approachA sample of 309 small and medium-sized firms was found eligible for this study. Structural Equation Modelling was used to analyze the data. A multi-industry sample of firms was used to strengthen the generalisability of the results. The sample was acquired from two databases of SMEs directory in Kudus and Pati, East Java Indonesia, participants were randomly selected.FindingsThe findings show that innovation mediates the relationship between competitor orientation and firm performance, while competitor orientation had no significant relationship with firm performance. Customer orientation was found to positively influence firm performance.Originality/valueThe role of innovation as a mediator within SMEs in a developing country opens up avenues for further research among other developing countries. By examining both the concepts of customer and competitor orientation separately and establishing relationships, we validate support for this argument both from a methodological and theoretical point of view.

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