Market Orientation, Innovation and Business Performance: Insight from Womenpreneurs in the Fashion Industry in Ghana
Authors: Patrick Amfo Anim, George Cudjoe Agbemabiese, George Acheampong, Matilda Adams, Ernestina Boakye.
Issue: 2018, Vol. 4
Abstract
The study explores the relationships between market orientation, innovation and business performance of womenpreneurs in the Ghanaian fashion industry. Assuming a positivist philosophical approach with a quantitative data analysis technique, the study sampled 385 women fashion producers who have at least one workshop within some selected fifteen suburbs of the Accra Metropolitan Area. An Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were used to assess and confirm the proposed scales validity and the relationships of the research model. The study unveiled that, firms' degree of market orientation have significant impact on business performance. Furthermore, innovation capability partially mediates the relationship between market orientation and business performance of womenpreneurs in the Ghanaian fashion industry. This study suggests that managers are to note that being market oriented even requires a sense of innovation for it to trigger any significant performance for a business. Considering the uniqueness of this study in a Ghanaian context, this paper is one of the first to empirically examine the impact of the innovation on the relationship between MO and business performance among womenpreneurs in the fashion industry.
Keywords: market orientation, innovation, business performance, womenpreneurs, fashion industry, Ghana
To download the article, please click on the PDF file or read on this page below:
Authors: Patrick Amfo Anim, George Cudjoe Agbemabiese, George Acheampong, Matilda Adams, Ernestina Boakye.
Issue: 2018, Vol. 4
Abstract
The study explores the relationships between market orientation, innovation and business performance of womenpreneurs in the Ghanaian fashion industry. Assuming a positivist philosophical approach with a quantitative data analysis technique, the study sampled 385 women fashion producers who have at least one workshop within some selected fifteen suburbs of the Accra Metropolitan Area. An Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were used to assess and confirm the proposed scales validity and the relationships of the research model. The study unveiled that, firms' degree of market orientation have significant impact on business performance. Furthermore, innovation capability partially mediates the relationship between market orientation and business performance of womenpreneurs in the Ghanaian fashion industry. This study suggests that managers are to note that being market oriented even requires a sense of innovation for it to trigger any significant performance for a business. Considering the uniqueness of this study in a Ghanaian context, this paper is one of the first to empirically examine the impact of the innovation on the relationship between MO and business performance among womenpreneurs in the fashion industry.
Keywords: market orientation, innovation, business performance, womenpreneurs, fashion industry, Ghana
To download the article, please click on the PDF file or read on this page below:
| Market Orientation, Innovation and Business Performance Insight from Womenpreneurs in the Fashion Industry in Ghana by Patrick Amfo Anim, George Cudjoe Agbemabiese, George Acheampong, Matilda Adams and Ernestina Boakye |
