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- W2613507310 abstract "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 2013 survey, this paper models the effect of a market orientation and entrepreneurial orientation on satisfaction with current performance and expected future performance for agricultural firms in Ontario, Canada. Our results show that a market orientation and entrepreneurial orientation are important factors in determining rates of product and marketing innovations among farm-based agribusinesses. These findings further demonstrate that a market orientation is a powerful resource as it enables firms to become aware of opportunities to provide superior value for consumers, especially when operating in non-traditional markets." @default.
- W2613507310 created "2017-05-19" @default.
- W2613507310 creator A5046079968 @default.
- W2613507310 creator A5074710783 @default.
- W2613507310 date "2017-05-23" @default.
- W2613507310 modified "2023-09-24" @default.
- W2613507310 title "Competitive strategies among Ontario farms marketing direct to consumers" @default.
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- W2613507310 doi "https://doi.org/10.1186/s40100-017-0079-8" @default.
- W2613507310 hasPublicationYear "2017" @default.
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