Measuring market orientation, innovative marketing strategies and performance: evidence from the Malaysian agro-food manufacturers

Abstract

PurposeThis 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/approachSystematic 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.FindingsAll 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/implicationsThe 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/valueThis study highlighted the significance of market orientation and innovative marketing strategies for the betterment of performance in the agro-food manufacturing sector.

Analysis of the Influence of Technical Expertise, Market Orientation, Social Capital, and Innovation on the Performance of Micro and Small Businesses in the Technology Sector

“…A market-oriented approach involves a deep understanding of customer needs, preferences, and market dynamics, which enables businesses to tailor their products or services to meet evolving demands effectively. This finding corroborates previous research, for example (Kamarulzaman et al, 2023;Kirca et al, 2005;Lin & Chung, 2023;Mathafena & Msimango-Galawe, 2023;D. O. Okello & Luttah, 2022) emphasizing the pivotal role of market orientation in enhancing business performance and competitive advantage, particularly in industries characterized by rapid technological change and intense market competition.…”