Innovation and market orientation in smallholder pig production: the roles for access to veterinary services and use of purchased feeds

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dc.contributor.authorDaniel Micheal Okello
dc.contributor.authorWalter Odongo
dc.contributor.authorTonny Aliro
dc.contributor.authorDavid Okello Owiny
dc.contributor.authorElly Kurobuza Ndyomugyenyi
dc.date.accessioned2025-08-25T14:15:09Z
dc.date.available2025-08-25T14:15:09Z
dc.date.issued2024-12-24
dc.description.abstractPurpose This study aims to assess the relationship between market orientation and innovation while accounting for the use of purchased feeds and access to veterinary services. Design/methodology/approach This study used primary data collected from a cross-section of smallholder pig farmers in northern Uganda. Data were collected using pre-tested structured questionnaires. Collected data were analyzed in SPSS using descriptive statistics, exploratory factor analysis and hierarchical regression. Findings Results show that having improved breeds and providing housing to pigs improve system-focused innovation but reduce customer-focused innovation. The use of purchased feeds was associated with higher levels of both dimensions of innovation, while access to veterinary services was only associated with higher levels of system-focused innovation. Customer orientation is positive for both dimensions of innovation, while competitor orientation is positive for system-focused innovation, but negative for customer-focused innovation. Lastly, interfunctional innovation was only associated with higher levels of customer-focused innovation. Access to veterinary services and the use of purchased feeds influence the magnitude of the effect of market orientation on innovation. Research limitations/implications The findings of this paper suggest that improving smallholder pig farmers’ market orientation could lead to a higher level of farm innovation. Similarly, improving access to veterinary services and better feeds could be linked to higher levels of market orientation, as well as farm-level innovation. Originality/value This paper is original and contributes to the understanding of the relationship between market orientation and farm-level innovation in the context of pig production in a developing country.
dc.description.sponsorshipThis study was supported by the project “Enhancing Pig Production and Marketing for Smallholder Farmers in Northern Uganda” at Gulu University. The project was funded by the MasterCard foundation through the Regional Universities Forum for Capacity Building in Agriculture (RUFORUM).
dc.identifier.citationOkello, D. M., Odongo, W., Aliro, T., Owiny, D. O., & Ndyomugyenyi, E. K. (2024). Innovation and market orientation in smallholder pig production: the roles for access to veterinary services and use of purchased feeds. Journal of Agribusiness in Developing and Emerging Economies.
dc.identifier.issn2044-0847
dc.identifier.otherDOI 10.1108/JADEE-03-2024-0097
dc.identifier.otherhttps://www.emerald.com/insight/2044-0839.htm
dc.identifier.urihttp://hdl.handle.net/20.500.14270/597
dc.language.isoen
dc.publisherJournal of Agribusiness in Developing and Emerging Economies
dc.subjectPig production
dc.subjectSmallholder innovation
dc.subjectCustomer orientation
dc.subjectCompetitor orientation
dc.titleInnovation and market orientation in smallholder pig production: the roles for access to veterinary services and use of purchased feeds
dc.typeArticle

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