Kesan orientasi keusahawanan, orientasi pasaran dan daya saing terhadap prestasi inovasi produk dalam kalangan perusahaan kecil dan sederhana sektor makanan dan minuman di Malaysia

The objective of this study was to identify the influence of entrepreneurship orientation (EO) and market orientation (MO) on product innovation performance (PIP) among food and beverage sector in small and medium enterprise (SMEs) entrepreneurs in Peninsular Malaysia. This study also aimed to identify the impact of competitiveness as a mediating factor in the relationship between EO, MO and PIP. In this study, EO, MO and competitiveness have been examined as independent variable that influenced PIP. For the purpose of data analysis and hypothesis testing, multiple regression analysis was tested the influence of independent variable and dependent variable. The findings of this study through the factor analysis test found that EO is represented by 2 dimensions, namely innovativeness and proactive. However only proactive is found reliable. Competitiveness is represented by 3 dimensions, namely overall low cost, product diversity and market diversity. PIP is represented by efficacy and efficiency. This study involved 338 SME entrepreneurs in the food and beverage sector in Peninsular Malaysia. The results of this multiple regression test show that proactive and MO have positive effects on efficacy and efficiency. Hierarchical multiple regression tests were also conducted to evaluate the effect of competitiveness as a mediator. Finding of the study exhibited that market diversity and product diversity influenced the relationship proactive and effectiveness; overall low cost and market diversity influenced the relationship between proactive and efficiency; product diversity and market diversity affect the relationship between OP and efficiency; overall low cost, product diversity and market diversity influenced the relationship between OP and efficiency. It is hope that this study will enhance the knowledge regarding product innovation amongst PKS entrepreneur. Based on the findings of the study, theoretical and practical implications are also discussed. Finally, some limitations and suggestions for future studies are also discussed in this study