Market Orientation in Agribusiness: A Review of Key Drivers and Boundaries
DOI:
https://doi.org/10.54536/ajebi.v4i3.6194Keywords:
Digital Transformation, Governance Structures, Innovation Performance, Sustainability, Value Chain OrientationAbstract
Conditions changing with time; environmental constraints, institutional framework, technical breakthroughs, and consumer demands are all involved in shaping the dynamic conditions under which agribusiness operates. This review identifies the theoretical perspectives, dimensions, theoretical background, and boundary drivers of market orientation because it enquires into the role played by market orientation in agriculture. It is unanimously held that its competitiveness, innovation and even the long run of the company are influenced by its market orientation, which is the ability to sense and respond to market changes. This review summarizes the studies on the topics of market orientation, customer orientation, competitor orientation, and inter-functional coordination; it demonstrates the effects of the three elements on the various organizations and environment. It extends the discussion to cover value chains and the perspective of resources in order to show how value processing skills, institutional frameworks, and governance affects outcomes. Moreover, it is established that the significance of the digitalization, sustainability demands, and policy frameworks as boundary drivers can have a significant effect on the application of the market orientation strategies by the agricultural enterprises. The agribusiness decision-making paper introduces market orientation as a cultural and process hybrid construct that is strategically valuable to agribusiness decision-making processes through the combination of diverse perspectives. To enhance competitiveness, adaptability, and sustainability in the continuously evolving global food systems, it concludes with the argument that there is need to do additional research on market orientation.
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