Market orientation, learning orientation, and innovation capabilities in SMEs: Case study from Iran's SMEs

Abstract

Increasing market changes has led to a need for increased innovation and, therefore, programs of innovation in SMEs. The interrelationships among a firm’s market-orientation, learning-orientation, and innovativeness are an important research area for investigators in the literature of management, strategy, and marketing. However, most of the empirical studies were conducted in large-scale firms in developed countries and ignored small and medium-sized business (SMEs) in general, and in developing countries in particular. This paper examine the nomological relations among market-orientation, learning-orientation and innovativeness in medium-sized business (SMEs) of developing countries. The study involves a questionnaire-based survey of managers from small-sized-firms operating in Iran. These were subjected to a structural equation modeling (SEM) analysis. The results show that; firm learning-orientation positively influences firm innovativeness; firm market-orientation positively impacts firm learning orientation; firm learning-orientation mediates the relationship between firm market-orientation and firm innovativeness.

Analisis Pengaruh Orientasi Pasar, Inovasi Produk, dan Strategi Pemasaran terhadap Daya Saing UKM di Pasar Lokal: Studi pada Industri Kreatif di Bandung, Indonesia

“…Hasil analisis yang komprehensif memberikan gambaran holistik tentang dinamika dalam lanskap UKM kreatif di Bandung. UKM yang memprioritaskan orientasi pasar, inovasi, dan strategi pemasaran yang efektif cenderung lebih kompetitif (Jayawardena et al, 2022;Martin et al, 2023;Rajabbeigi et al, 2022). Penelitian menunjukkan bahwa orientasi pasar secara positif mempengaruhi keinovatifan perusahaan (Karaev, 2023).…”