Understanding marketing resources and size in agro-based enterprises

dc.contributor.authorOsakwe, Christian Nedu
dc.contributor.authorAnaza, Nwamaka A.
dc.date.accessioned2018-06-20T08:35:13Z
dc.date.available2018-06-20T08:35:13Z
dc.date.issued2018
dc.description.abstractPURPOSE : 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.departmentGordon Institute of Business Science (GIBS)en_ZA
dc.description.librarianhj2018en_ZA
dc.description.urihttp://www.emeraldinsight.com/loi/mipen_ZA
dc.identifier.citationChristian 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.issn0263-4503 (print)
dc.identifier.issn1758-8049 (online)
dc.identifier.other10.1108/MIP-07-2017-0149
dc.identifier.urihttp://hdl.handle.net/2263/65179
dc.language.isoenen_ZA
dc.publisherEmeralden_ZA
dc.rights© Emerald Publishing Limited 2017en_ZA
dc.subjectAfricaen_ZA
dc.subjectOrganizational performanceen_ZA
dc.subjectCustomer retention orientationen_ZA
dc.subjecteBrand promotionen_ZA
dc.subjectSmall- to micro-sized agro-based enterpriseen_ZA
dc.titleUnderstanding marketing resources and size in agro-based enterprisesen_ZA
dc.typePostprint Articleen_ZA

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