KEY FACTORS OF PROMOTING INNOVATIVE PERFORMANCE IN AGRIBUSINESS SMEs: PROJECT AN EMPIRICAL METHOD

Biljana  Ilić; Sunčica  Stanković; Bojana  Ostojić

doi:10.59267/ekoPolj2401135I

Authors

Biljana Ilić Faculty of project management (PMC), Belgrade, Serbia https://orcid.org/0000-0001-6137-8478
Sunčica Stanković Faculty of Business Economics and Entrepreneurship, Belgrade, Serbia https://orcid.org/0000-0001-8824-1973
Bojana Ostojić Faculty of Project Management (PMC), Belgrade, Serbia https://orcid.org/0000-0001-6731-431X

DOI:

https://doi.org/10.59267/ekoPolj2401135I

Keywords:

Organization culture, organizational learning, market orientation, innovation culture, innovation performance , Structural Equation Modeling

Abstract

The main goal of the research is to determine the effects of the selected factors (organization culture, organization learning, market orientation and innovation culture) on the innovation performance of small and medium-sized enterprises in agribusiness. The Structural Equation Modeling method was used to test the research hypotheses. The results showed that the selected factors are significant determinants of innovative performance. In addition, the relationship between organizational culture and innovation performance, as well as organizational learning and innovation performance, was found to be fully mediated, and the relationship between market orientation and innovation performance was found to be partially mediated by innovation culture. Small and medium-sized businesses should be empowered in the globalized and fiercely competitive market of today by fostering product innovation, investing in the development of human resources and technology, and broadening their market reach. These initiatives are essential to enhancing their marketing plans and successfully taking on competitors.

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