• Joyce AcholaOgundo PhD (Candidate) Business Administration (Entrepreneurship), Secretary,Trade State Department For Trade Ministry Of Industry, Trade & Co-Operatives,Nairobi, Kenya
  • Prof Peter Kibas Baraton University, Kenya
  • Dr Robert Otuya University of Eldoret, Kenya
Keywords: Entrepreneurial orientation, Growth, Innovation, Marketing mix


The purpose of the study examined Innovation and Market Mix on Growth of Export Firms: Empirical Evidence from Selected Export Firms in Kenya. The study applied the survey research design.The target population consisted of 770 export firms registered by Export Promotion Council. The directory of Export Promotion Council was the source of data. The sample frame was stratified into seven sub-sectors, namely: agricultural, manufacturing, commercial crafts, services, mining, industrial and energy. The sample size was 169 export firms. Data was collected using structured questionnaires. The study adopted descriptive inferential data analysis and structure Equation Modelling.Findings:indicated that Innovativeness Split Model yielded Ratio Index (2.013), p<0.05 hence significant, Innovativeness Split Model has aweak significant ; Ratio index (2.224)- less than 0.5 .In comparison,Innovative and MarketingMix Models differ indicates that constraining parameters worsened on overall model fit specifically on Innovativeness.The results further yielded a percentage error difference of 10% on the Innovativeness while percentage error difference of 1 % on Marketing Mix indicating that Marketing Mix was effective than Innovativeness Model .Conclusion: Results indicate a strong relationship between Marketing Mix and Growth of Export Firms and a low correlation between Innovativeness and Growth of Export Firms .Marketing Mix loaded higher than Innovativeness in support of Growth of Export Firms.Recommendations: Firms needs to focus on Marketing Mix,to carry out training and harness further research on Innovativeness.Contribution:were MarketingMixModel_A ,Innovativeness_B and the techniques employed in testing the model are evidence to add value on researches. Agricultural, manufacturing, commercial crafts, services, mining, industrial and energy.


Download data is not yet available.


Ananda Kumar Palaniappan (2010). University of Malaya , Faculty of Education,Tel: 019- 9310956;03-79675046.Prof.Dr.Ananda KumarPalaniappan(PhD) Education;

Ahmed, P, and Shepherd, D (2010). Innovation Management: Context, strategies, Systems and processes, 1sted., Harlow: PearsonEducation.

Arshi,TandChugh,G(2013).StrategizingforInnovation:AnEmpiricalInvestigationonStrategic Orientation and Innovation Types.Business and Management Horizons, ISSN 2326-0297. 2013, Vol.1, No 1.URL:

Bentler,P.M.(1980).Multivariateanalysiswithlatentvariables:Causalmodeling.AnnualReview of Psychology, 31:419–456.

Bentler, P. M., (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107: 238–246.

Bentler, P. M., and D. G. Bonett. 1980. Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88:588–606. DOI:

Bentler, P. M., and C. Chou. 1987. Practical issues in structural modeling. Sociological Methods and Research, 16:78–117. DOI:

Bentler,P.M.,andE.H.Freeman.1983.Testsforstabilityinlinearstructuralequationsystems. Psychometrika, 48: 143–145.

Bentler,P.M.,andD.G.thisstudyeks.1980.Linearstructuralequationswithlatentvariables. Psychometrika, 45: 289–308.

Bentler,P.M.,andJ.A.Woodward.1979.Nonexperimentalevaluationresearch:Contributionsof causal modeling. In: Improving Evaluations, L. Datta and R. Perloff, eds. Beverly Hills: Sage Publications

Growth:Firm-LevelEvidencefromtheUnitedStates.”ReviewofEconomicsandStatistics,91(4), pp. 821–831. doi:i: 10.1162/rest.91.4.821.

Dogan, E., (2017). A strategic approach to innovation.Doi: 10.17261/pressacademia.2017.491. Jounal of Management, Marketing and Longistics- (JMML),V,4 ISS.3, http:/

Gassman, O, Keupp, M and Palmie, M (2012). The Strategic Management of Innovation: A Systematic Review and paths for Future Research, International Journal of Managemnt Reviews,vol.14.

Gupta, P. D., Guha, S., Krishnaswami. (2013). Growth of Export Firms and its determinants. Journal of Innovation and Entrepreneurship 2013, 2:15

Hashi, I., Stojcic, N. (2010), “The Impact of Innovation Activities on Firm Performance Using a Multi-Stage Model: Evidence from the Community Innovation Survey 4.” (Working PaperNo. 410/2010). Network Studies and Analyses. Warsaw: CASE. Retrieved from http://papers DOI:

Jaffe, A. B. (1986), “Technological Opportunity and Spillovers of R&D: Evidence from Firms’ Patents, Profits and Market Value.” American Economic Review, 76(5), pp. 984–1001. doi:10.1111/1468-2370.00024. DOI:

Janz,N.,Lööf,H.,Peters,B.(2004),“FirmLevelInnovationandProductivity-IsThereaCommon Story Across Countries?” Problems and Perspectives in Management, Vol. 2, pp.184–204.

Javorcik, B. S. (2004), “Does Foreign Direct Investment Increase the Productivity of Domestic Firms? In Search of Spillovers Through Backward Linkages.” The American Economic Review,94(3), pp. 605–627.doi:10.1257/0002828041464605. DOI:


Kusumawardhani, A. (2013). The role of entrepreneurial orientation in firm performance: a study of Indonesian SMEs in the furniture industryin Central Java, Doctor of Philosophy thesis, Sydney Business School, University of Wollongong, 2013,http://ro.uow

Sanja , Michael , Mutongwa , (2017).PhD Thesis, department of Computer Science and software engineering, School of Informatics and Innovation Systems, JaramogiOgingaOdinga University of Science and Technology Page;160-220

Taylor, P (2013). The effect of entrepreneurial orientation on the internalization of SMEs in developing countries. African Journal of Business Management.Vol.7 (19). DOI: 10589/AJBM2013.1633.

How to Cite
AcholaOgundo, J., Kibas, P., & Otuya, R. (2018). INNOVATION AND MARKET MIX ON GROWTH OF EXPORT FIRMS: EMPIRICAL EVIDENCE FROM SELECTED EXPORT FIRMS IN KENYA . International Journal of Engineering Technologies and Management Research, 5(4), 138-145.