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
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.