Role of Market Orientation on Innovation Orientation of Manufacturing Small and Medium- Sized Enterprises (SMEs) in the Accra Metropolis, Ghana

Abstract

This study was designed to examine the role of market orientation on innovation orientation of manufacturing SMEs in the Accra Metropolis, Ghana. SMEs have been touted by many economies as the backbone for their growth and hence, economic development. Nonetheless, many seem to struggle in gaining access to market and appropriate technology required for expansion. In the light of this, this study investigated this issue within the context of a developing nation, Ghana. The research approach adopted for this study was quantitative. The simple randoIssau, K. (2019). Role of Market Orientation on Innovation Orientation of Manufacturing Small and Medium- Sized Enterprises (SMEs) in the Accra Metropolis, Ghana. Journal of Entrepreneurship and Business, 7(1), 40–51. https://doi.org/10.17687/jeb.0701.04m sampling technique was adopted to select 346 manufacturing SMEs from the sample frame obtained from NBSSI, while PLS-SEM was employed to analyze the correlation between market orientation and innovation orientation. The study revealed that customer orientation and inter-functional coordination had significantly positive relationships with innovation orientation. Nonetheless, competitor orientation did not have a significant relationship with innovation orientation. This shows that manufacturing SMEs that search and satisfy the needs of customers and also share information about customers across their organizations stand tall in improving their operational processes, products and market activities.