English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

The main purpose of this study is to investigate whether market orientation interacts with innovativeness to generate a dynamic capability that procures sustainable competitive advantage drawing on the resource-based theory and the dynamic-capabilities perspective. The structural equation modeling was established to explain the complex relationship between market orientation, innovativeness, and competitive advantage. To test the hypothesis, this study used partial least square with data from a survey of 105 women entrepreneurs. The results show that market orientation influences competitive advantage only when it is bundled together with innovativeness as an internal complementary resource.

Market Orientation, Innovativeness and Competitive Advantage: Empirical Insight from Women Entrepreneurs in the Senegalese agri-food Sector