Product and Marketing Innovation in Farm-Based Businesses: The Role of Entrepreneurial Orientation and Market Orientation

Abstract

Successful firms are able to meet changing consumer needs through adopting new products, services and unique marketing mixtures. Using structural equation modeling, we examined the role of entrepreneurial and market orientation on the effectiveness of new product sales and the utilization of marketing channels among farm-based businesses in Ontario, Canada. We also investigated the relationship between perceived environmental turbulence and the use of strategic resources. Findings show that Ontario agri-businesses who are entrepreneurial and market oriented are more likely to adopt new and/or significantly improved products and services while using multiple marketing channels. Furthermore, it was shown that environmental turbulence increases the degree of entrepreneurial and market orientation in these firms.