Understanding marketing resources and size in agro-based enterprises
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 |