Entrepreneurial Orientation Effect of Agricultural Inputs and Implements Supply Cooperative Companies on Their Performance: With Emphasis on Market Orientation

Abstract

This research was an attempt to study analytically the effect that entrepreneurial orientation of cooperative companies involved in the supply (provision and production) of agricultural inputs and implements had on their performance in terms of adjusting market orientation (as viewed by the concerned managers). An applied research methodology was employed. Also, a descriptive - survey method was used for data gathering. The statistical population consisted of the companies involved in the supply of agricultural inputs and implements in three provinces, namely Tehran, Fars and Isfahan. The instrument for gathering the data required was a five scales likert type questionnaire. One hundred fourteen managers were selected as samples through random sampling. Structural equation modeling (SEM) was employed for data analysis using Spss/win21 and smart PLS3. The reliability of the instrument was supported by a pilot-test, Cronbach's alpha, composite reliability and load factors, and the findings well revealed that entrepreneurial orientation of the companies involved in the supply of agricultural inputs and implements had a positive meaningful influence on their performance. However, the same relationship did not apply in terms of market orientation. Also, orientation towards innovation and risk. Taking, leading role and independence proved to have positive meaningful influence on the performance of the companies concerned. But the aggressive competition showed no meaningful influence on the performance.

Keywords

• entrepreneurial orientation
• market orientation
• performance
• cooperative companies