Market Orientation and Innovation of Small and Medium Enterprises in Kano State, Nigeria

Lukman Tajo Siraj, Abuga Isaac, Kabiru Haruna Danja

Abstract


This study investigates the role of market orientation in stimulating firm innovation. A cross sectional survey using questionnaire was employed to collect data from a sample of 254 manufacturing SMEs operating in Kano state, Nigeria. Data for the study was analyzed using Pearson correlation and regression analyses. The results suggest that market orientation is a significant predictor of firm innovation. It’s further indicated that competitor orientation was the major contributor of firm innovation. Firms should therefore create a competitive intelligence unit to regularly monitor the activities of competitors and to evaluate the firm’s actions to conform to the competition.

                                 


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