Impact of export market orientation and innovation on the performance of fruit exporting firms in Uganda

dc.contributor.author Ahimbisibwe, Godwin Mwesigye
dc.date.accessioned 2014-03-14T08:31:22Z
dc.date.available 2014-03-14T08:31:22Z
dc.date.issued 2011
dc.description A Dissertation submitted in partial fulfillment of the requirements for the award of the Degree of Master of Science in Marketing of Makerere University en_US
dc.description.abstract This research was carried out to investigate the impact of export market orientation and innovation on the performance of fruit exporting firms in Uganda. The objectives of the study were to examine the factor structure of Firm Innovation, Export Market Orientation, And Export Performance, to determine the relationship between export market orientation and firm innovation, to establish the relationship between export market orientation and firm’s export performance and to examine the relationship between firm innovation and firms export performance. A qualitative cross sectional research design was adopted to undertake the study. A field study using simple random was used on a sample size of 56 firms targeting at least 3 top executives from each firm exporting fruits Data was analyzed using Statistical package for social science (SPSS). Correlation analysis was done to determine the relationship between the study variables and regression analysis was conducted to determine the predictive potential of the independent variables on the dependent variable. The findings of the study revealed that firms that adopt export market orientated behaviors and innovate by introducing new products, processes and venture into new markets perform better in their export endeavors However it was observes that firm innovation was more powerful in explaining firm’s export performance than export market orientation. It was therefore recommended that fruit exporting firms in Uganda should particularly concentrate their efforts on process innovation and market innovation to enhance their export performance en_US
dc.identifier.citation Ahimbisibwe, G.M. (2011). Impact of export market orientation and innovation on the performance of fruit exporting firms in Uganda. Unpublished master's dissertation. Makerere University, Kampala, Uganda en_US
dc.identifier.uri http://hdl.handle.net/10570/2404
dc.language.iso en en_US
dc.publisher Makerere University en_US
dc.subject Fruits en_US
dc.subject Export en_US
dc.subject Marketing en_US
dc.subject Performance en_US
dc.subject Market orientation en_US
dc.subject Innovation en_US
dc.subject Uganda en_US
dc.title Impact of export market orientation and innovation on the performance of fruit exporting firms in Uganda en_US
dc.type Thesis en_US
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