The Effect of Market Orientation on Learning, Innovativeness, and Performance in Primary Agriculture

Market awareness and innovativeness are important resources in any business environment. As customer needs and competitor responses change, performance may depend on the ability for firms to recognize and react to market shifts. Using survey data from beef farmers in Illinois, we examine the role market orientation, organizational learning, and innovativeness play on satisfaction with performance. We use a structural equation model to find that market‐oriented and innovative firms are more satisfied with their performance while controlling for structural and demographic variables. Results also show that while market‐oriented firms are more innovative, human capital resources moderate the ability to exploit innovations. We also find that an increase in experience correlates with less organizational learning.