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Abstract

This study investigates the role of market orientation in stimulating firm innovation. A cross sectional survey using questionnaire was employed to collect data from a sample of 254 manufacturing SMEs operating in Kano state, Nigeria. Data for the study was analyzed using Pearson correlation and regression analyses. The results suggest that market orientation is a significant predictor of firm innovation. It’s further indicated that competitor orientation was the major contributor of firm innovation. Firms should therefore create a competitive intelligence unit to regularly monitor the activities of competitors and to evaluate the firm’s actions to conform to the competition.

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