... as a competitive strategy. Research limitations/implications – The study supports the contention that social-structural conditions and business practices can create formidable barriers to a market orientation in emerging markets. The findings call for shifting the current research focus from intra...

... research could also look at other markets and use qualitative research methods. Originality/value – The study provides important insights that could guide SMEs in their understanding of innovation and its benefit in emerging markets. The findings reinforce the growing empirical evidence...