Farm Management Skills, Entrepreneurial Bricolage and Market Orientation

Catherine Komugisha Tindiwensi*, John C. Munene, Arthur Sserwanga, Ernest Abaho, Rebecca Namatovu-Dawa

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


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.
Original languageEnglish
JournalJournal of Agribusiness in Developing and Emerging Economies
Issue number5
Pages (from-to)717-730
Number of pages14
Publication statusPublished - 2020
Externally publishedYes


  • Market orientation
  • Entrepreneurial bricolage
  • Smallholder farms
  • Farm management skills

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