Farm management skills, entrepreneurial bricolage and market orientation

Purpose This article investigates the relationship between farm management skills, entrepreneurial bricolage and market orientation in smallholder farms. Design/methodology/approach The study used quantitative approaches to survey 378 smallholder farms in Uganda. Data were analysed using Structural Equation Modelling to establish the relationship between farm management skills, entrepreneurial bricolage and market orientation. Findings Farm management skills positively predict market orientation while entrepreneurial bricolage partially mediates the relationship between farm management skills and market orientation. Research limitations/implications The study utilized a survey design, which provides a cross-sectional view. Given that market orientation of smallholder farms can vary during the farm growth process, it becomes more informative to analyse how the independent and mediating variables cause a variation at different levels of market orientation. Practical implications Farm management training programmes that emphasize financial management skills and employ a household approach should be strengthened to enhance smallholder market orientation. Strategies for enhancing market orientation should also entail bricolage as a complementary behaviour to farm management. Originality/value We introduce entrepreneurial bricolage to the market orientation debate. The study brings alive the significance of entrepreneurial bricolage in smallholder farming. It also confirms the role of farm management skills in enhancing the market orientation of smallholder farms.