Analysing the Relationship Between Market Orientation, Entrepreneurial Orientation, and Marketing Performance of Agro-Processing Firms in North East Nigeria

This study empirically analyses the relationship between market orientation, entrepreneurial orientation, and marketing performance among agro-processing firms in North East Nigeria, focusing specifically on firms operating in Gombe State and Adamawa State. The agro-processing sector in North East Nigeria faces significant challenges including conflict-related disruption, limited access to market information, and underdeveloped distribution infrastructure. Despite these constraints, several firms have demonstrated resilience and growth, raising questions about the strategic orientations enabling their performance. Grounded in the strategic orientation-performance literature and the dynamic capabilities framework, the study tests the joint and interactive effects of market orientation and entrepreneurial orientation on marketing performance indicators including sales growth, customer acquisition, and market share. A cross-sectional quantitative survey of 180 agro-processing firm managers is conducted using census and purposive sampling approaches. Smart-PLS SEM is employed for model estimation, with bootstrapping used for interaction effect testing. The study controls for firm size, firm age, and sector subsegment. Preliminary findings indicate that both orientations independently predict marketing performance, but their interaction produces a significant amplification effect, meaning firms that are simultaneously market-oriented and entrepreneurially oriented achieve disproportionately superior performance outcomes. The study contributes novel evidence to strategic orientation research in conflict-affected Nigerian markets and provides guidance for agribusiness managers and development agencies on building orientation complementarities. Keywords: market orientation, entrepreneurial orientation, agro-processing, North East Nigeria, marketing performance