Export Market Orientation, Innovation and Performance of Fruit Exporting Firms in Uganda
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Date
2013
Journal Title
Journal ISSN
Volume Title
Publisher
European Scientific Journal
Abstract
The purpose of this study was to investigate the impact of export market orientation,
innovation on the export performance of fruit exporting firms in Uganda. The study was
prompted by the fact that Uganda’s fruit exports were growing marginally when compared to
other fruit exporting countries in the COMESA region. And it wasn’t clear whether this trend
could be attributed to low levels of export market orientation and innovativeness that seemed
to characterise most of the fruit exporting firms in Uganda, besides research on export market
orientation, innovation and export performance is disappointingly scarce in Uganda.
Therefore, a quantitative cross sectional research design was adopted to undertake the study.
A field study using simple random sampling was used to select a sample of 56 firms whose 3
top executives were key informants. Correlation analysis was carried out on the study and the
findings revealed a significant positive between innovation, market orientation and export
performance of fruit exporting firms in Uganda which confirmed earlier submissions by
previous researchers. However when a regression model was conducted, it was observed that
innovation was a significant predictor of export performance while export market orientation
wasn’t. It was therefore recommended that fruit exporting firms in Uganda should focus more
on innovation if they are to enhance their export performance.
Description
Keywords
Export market orientation, Innovation, Export performance
Citation
Ahimbisibwe, GM, Ntayi, JM, & Ngoma, M. (2013). Export Market Orientation, innovation and performance of fruit exporting firms in Uganda. European Scientific Journal ,