Entrepreneurial orientation and performance of cotton farms in Malawi: the mediating role of quality orientation

Purpose This study examines the mediating role of quality orientation (QO) in the effects of entrepreneurial orientation (EO) and its subdimensions on the business performance of cotton farmers in a low-income nation context. Design/methodology/approach A cross-sectional study design was applied to collect data from 312 small- and medium-scale cotton farms in Malawi. Partial least squares structural equation modeling (PLS-SEM) was used to address the hypothesized relationships. Findings The results indicate that EO and its three subdimensions – innovativeness, risk-taking, and competitive aggressiveness – have significant effects on farm performance. Besides, QO mediates the relationship between EO and business performance, and between innovativeness, proactiveness, risk-taking, and business performance. Finally, EO’s subdimensions (proactiveness and autonomy) have no significant effect on farm performance. Research limitations/implications Cross-sectional studies limit insights into causal effects. Therefore, a longitudinal study is recommended. Generalizability of results is limited because of contextual differences. Self-reporting may risk social desirability and other types of response bias. Originality/value This is the first empirical study to examine the mediating role of QO on the performance effect of EO dimensions in cotton farms. This paper specifically investigates cotton farmers in Malawi, an understudied area, revealing fresh context-specific insights into agricultural entrepreneurship in a less-developed nation.