Measuring market orientation, innovative marketing strategies and performance: evidence from the Malaysian agro-food manufacturers
Journal of Agribusiness in Developing and Emerging Economies
ISSN: 2044-0839
Article publication date: 7 October 2021
Issue publication date: 22 March 2023
Abstract
Purpose
This paper aims to investigate the relationship between market orientation and innovative marketing strategies and the effect of innovative marketing strategies on the performance of agro-food manufacturers.
Design/methodology/approach
Systematic random sampling was used, and semi-structured interviews were conducted with 380 agro-food manufacturers. Several statistical analyses, including Pearson correlation analysis and logistic regression analysis, were used to analyze the relationship between market orientation and innovative marketing strategies, and the effect of innovative marketing strategies on the performance of agro-food manufacturers.
Findings
All dimensions of market orientation – customer orientation, competitor orientation and inter-functional coordination – have significant relationships with innovative marketing strategies (product, price, promotion and distribution), while customer orientation and promotion showed a very strong relationship among other variables measured. Innovative marketing strategies, specifically promotion, had the most effect on the performance of agro-food manufacturers.
Research limitations/implications
The sample for this study was selected among agro-food manufacturers in major locations in Peninsular Malaysia. Hence, the findings may only give an initial overview of the current state of the agro-food manufacturers.
Originality/value
This study highlighted the significance of market orientation and innovative marketing strategies for the betterment of performance in the agro-food manufacturing sector.
Keywords
Acknowledgements
The authors thank Universiti Putra Malaysia (UPM) for the financial support through the Putra Grant – Putra Group Initiative (IPB); Vote No: 95422302.
Citation
Kamarulzaman, N.H., Khairuddin, N.H., Hashim, H. and Hussin, S.R. (2023), "Measuring market orientation, innovative marketing strategies and performance: evidence from the Malaysian agro-food manufacturers", Journal of Agribusiness in Developing and Emerging Economies, Vol. 13 No. 2, pp. 211-228. https://doi.org/10.1108/JADEE-06-2021-0148
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited