dc.contributor.author |
Osakwe, Christian Nedu
|
|
dc.contributor.author |
Anaza, Nwamaka A.
|
|
dc.date.accessioned |
2018-06-20T08:35:13Z |
|
dc.date.available |
2018-06-20T08:35:13Z |
|
dc.date.issued |
2018 |
|
dc.description.abstract |
PURPOSE : Using firm-level data from small- to micro-sized agro-based enterprises located in developing Africa, the purpose of this paper is to employ a resource-based marketing model to explain financial and nonfinancial organizational performance outcomes. The moderating effect of firm size on the structural inter-linkages between customer retention orientation, eBrand promotion and the organizational performance outcomes is also explored. DESIGN/METHODOLOGY/APPROACH : Partial least squares path modeling approach was the analytical method for data analysis purposes. FINDINGS : The data support the assumption that marketing resources as well as the moderating influence of firm size play a strong role on the agro-based enterprise performance. ORIGINALITY/VALUE : This study widens the context of inquiry on agro-based enterprise performance to include developing economies in Sub-Saharan Africa. The value of the paper rests in its intent to offer small- to micro-sized agro-based businesses in emerging markets more practical ways to enhance their performance. |
en_ZA |
dc.description.department |
Gordon Institute of Business Science (GIBS) |
en_ZA |
dc.description.librarian |
hj2018 |
en_ZA |
dc.description.uri |
http://www.emeraldinsight.com/loi/mip |
en_ZA |
dc.identifier.citation |
Christian N. Osakwe, Nwamaka A. Anaza, (2018) "Understanding marketing resources and size in agro-based enterprises", Marketing Intelligence & Planning, Vol. 36 Issue: 2, pp.230-244, https://doi.org/10.1108/MIP-07-2017-0149. |
en_ZA |
dc.identifier.issn |
0263-4503 (print) |
|
dc.identifier.issn |
1758-8049 (online) |
|
dc.identifier.other |
10.1108/MIP-07-2017-0149 |
|
dc.identifier.uri |
http://hdl.handle.net/2263/65179 |
|
dc.language.iso |
en |
en_ZA |
dc.publisher |
Emerald |
en_ZA |
dc.rights |
© Emerald Publishing Limited 2017 |
en_ZA |
dc.subject |
Africa |
en_ZA |
dc.subject |
Organizational performance |
en_ZA |
dc.subject |
Customer retention orientation |
en_ZA |
dc.subject |
eBrand promotion |
en_ZA |
dc.subject |
Small- to micro-sized agro-based enterprise |
en_ZA |
dc.title |
Understanding marketing resources and size in agro-based enterprises |
en_ZA |
dc.type |
Postprint Article |
en_ZA |