Working Papers

Here is where I will try to keep a repository of my working papers. Once published, these will migrate over to the Published Papers section. Feedback is certainly welcome.

Competitive Strategies among Ontario farms marketing direct to consumers

This paper examines the importance of two resources, namely a market orientation and an entrepreneurial orientation, in new product development and firm performance among direct and alternative marketers. Using a structural equation model and data from a 2013 survey, this paper models the effect of a market orientation and entrepreneurial orientation on current and expected performance for agricultural firms in Ontario, Canada. Our results show that a market orientation and entrepreneurial orientation are important factors in determining rates of product and marketing innovation. These findings further demonstrate that a market orientation is a powerful resource as it enables firms to become aware of opportunities to provide superior value for consumers, especially when operating in non-traditional markets.

You can find the paper here.

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