Understanding marketing resources and size in agro-based enterprises

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.