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

• Main Authors: Kamarulzaman, Nitty Hirawaty, Khairuddin, Nurul Hasyima, Hashim, Haslinda, Hussin, Siti Rahayu
• Format: Article
• Published: Emerald Publishing 2021
• Online Access: http://psasir.upm.edu.my/id/eprint/94110/; https://www.emerald.com/insight/content/doi/10.1108/JADEE-06-2021-0148/full/html

Purpose - This 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/approach - Systematic random sampling was used, and semi-struct...