Over the past several decades, the agricultural marketplace has transitioned from a completely price driven, homogeneous, commodity market towards a more differentiated and fragmented product market characterized by heterogeneous consumers, firms and value offerings. Examples of this change are...

Research studies have differed over the importance of the relative emphasis of a customer versus competitor orientation in the development of a market orientation (Slater and Narver, 1994; Tajeddini, 2010). In this study, we assess whether the emphasis of one component over another of a market...

As the economic viability of small farms continues to be an issue facing policy makers and economists alike, a market orientation may be a valuable resource producers can develop as they compete in a marketplace dominated by larger firms. Marketing and strategy scholars have long established the...

This paper explores the importance of a producer’s market orientation on their subjective performance within agricultural commodity markets. Using a structural equation model of beef producers, our findings suggest that market oriented firms are highly innovative and achieve superior...

A market orientation has been shown to lead to improved firm performance in a variety of industries (Narver and Slater, 1990; Deshpande et al., 1993). In previous research, it has been argued that performance benefits are a result of a greater awareness of the sources of value the product provides...

This paper examines the importance of two resources, namely a market orientation and an entrepreneurial orientation, in new product development and satisfaction with firm performance among direct and alternative marketers. Using a partial least squares structural equation model and data from a...