| Pub. Date | : June, 2022 |
|---|---|
| Product Name | : The IUP Journal of Entrepreneurship Development |
| Product Type | : Article |
| Product Code | : IJED020622 |
| Author Name | : Wisdom Apedo Deku and Jiuhe Wang |
| Availability | : YES |
| Subject/Domain | : Management Journals |
| Download Format | : PDF Format |
| No. of Pages | : 18 |
This study aims to examine the antecedents of market orientation and entrepreneurial marketing dimensions in emerging markets and their effects on the performance of SMEs in the beverages sector. Data collection was conducted in Greater Accra region through the Association of Ghana Industries (AGI) and National Board for Small Scale Industries (NBSSI). The findings revealed that Entrepreneurial Marketing Dimensions (EMDs) had a positive significant effect on SME performance. Nevertheless, market orientation, customer orientation and competitor orientation had a positive insignificant impact on the beverages sector. Besides market orientation, customer orientation and competitor orientation significantly moderate the relationship between EMDs and SME performance in Ghana as it is an emerging market. The results show that Ghana's NBSSI should increase vigorous training programs for SMEs in the beverages sector to understand customer needs and to increase their profitability, market share and sustainability in the emerging market. Also, policymakers and authorities should ensure that related government institutions as well as various stakeholders should collaborate to improve EMD and market, customer and competitor orientations within the SME industry. This study adds to the ongoing discussion on the emerging market, SMEs, Resource Base View Theory, entrepreneurship and beverages industry by providing a comprehensive overview of EMDs, market orientation, customer orientation and competitor orientation in the emerging market.
In the Ghanaian context, Small and Medium Enterprises (SMEs) are defined and measured based on three criteria: micro, small and medium, by taking into account the number of employees and assets. Micro enterprises have less than five employees; small enterprises have