L’impact de l’orientation marché sur l’innovation managériale : une application dans les TPE artisanales au Togo
The main aim of this article is to analyze the impact of market orientation on managerial innovation in small craft enterprises (VSEs). The literature on market orientation and managerial innovation reveals that VSEs in developing countries are marginalized. Yet these small companies play an importa...
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| Formato: | Article ou chapitre numérique |
| Idioma: | Français |
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2025
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| Acceso en liña: | Accès Université d'Orléans et IFPM Accès Université d'Orléans et IFPM |
| Résumé: | The main aim of this article is to analyze the impact of market orientation on managerial innovation in small craft enterprises (VSEs). The literature on market orientation and managerial innovation reveals that VSEs in developing countries are marginalized. Yet these small companies play an important role in the economies of these countries. This article is based on a qualitative study carried out with 27 managers of VSEs in Togo, supplemented by a quantitative study based on a questionnaire administered to 482 managers. The linear regression method was used to measure the impact of market orientation on managerial innovation. The results show that market orientation has a positive and significant influence on managerial innovation, while the impact of customer orientation is more significant. JEL codes: M, O, P27, Z |
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