Analizando La Innovación Comercial en Las Empresas Peruanas De Manufactura De Menor Intensidad Tecnológica

Gallegos, Javier Fernando Del Carpio; Miralles, Francesc

doi:10.1590/s0034-759020200303

Cited by 3 publications

(1 citation statement)

References 64 publications

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“…Businesses can grow their market share and performance capacity by modifying their marketing strategies (Cuevas-Vargas et al , 2021; Abrokwah-Larbi, 2020). As a result, marketing innovation gives businesses the capacity to remain competitive over time by improving a variety of characteristics, including their target market readiness, their ability to respond quickly to client needs and changes to product development (Gallegos and Miralles, 2020). New marketing approaches, such as strategic market planning, marketing strategy implementation, price management and customer relationship management (CRM), are used in the modification of marketing.…”

Section: Literature Reviewmentioning

confidence: 99%

The impact of marketing modification on the performance of food processing SMEs in Ghana

Abrokwah-Larbi

Awuku-Larbi²

2023

JRME

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Purpose The purpose of this study is to empirically examine the effect of marketing modification on business performance from the perspective of marketing capabilities theory. Design/methodology/approach This study employed a survey method to collect data from 225 food processing small- and medium-sized enterprises (SMEs) on the Ghana Enterprise Agency (GEA) registered list in the Eastern Region of Ghana. The effect of marketing modification on the performance of SMEs in the food processing industry was evaluated using a structural equation modeling (SEM) – path analysis. Findings According to the study’s findings, marketing modification has a positive and significant impact on the financial performance (FP), customer performance (CP), internal business process performance (IBPP) and learning and growth performance (LGP) of Ghanaian SMEs engaged in food processing. The results of this study also demonstrated the importance of marketing modification determinants, such as marketing resources (MR), cross-functional and interenterprise collaboration (CFIEC), architectural marketing capability (AMC) and marketing strategy decision implementation (MSDI), in achieving food processing SME performance in Ghana. Research limitations/implications This current research has its limitation, even though its importance has been mentioned earlier. First, the study can be improved by expanding the sample size through the inclusion of other SMEs from other industries since it is industry specific (i.e. food processing SME). Second, this current study was conducted in Ghana. To compare results, the current study may be replicated in other emerging countries. Third, future research studies may consider how business environmental factors such as technological change (e.g. use of artificial intelligence and machine learning) moderate the relationship between marketing modification and SME performance. Practical implications The outcomes of this research study are anticipated to give profitable implications to both academicians and practitioners. For the academic aspect, this study provides an important contribution to marketing modification and performance literature by examining the impact of innovative marketing on the performance of food processing SMEs in Ghana. For practitioners, this study indicates that food processing SME owners/managers must focus on marketing modification to develop their performance. The increase in marketing modification application through marketing capabilities such as MR and CFIEC will enable owners/managers to achieve performance targets. Social implications The application of marketing modification among food processing SMEs in Ghana will contribute greatly to their profitability, survival and growth. The growth and survival of food processing SMEs (not limited to food processing SMEs) in Ghana will help in the control of unemployment, which is a major social issue in Ghana. Originality/value The study’s findings provide solid support for the marketing capabilities theory. This study also supports the notion that food processing SMEs should perceive marketing modification and its determinants (i.e. MR, CFIEC, AMC and MSDI) as a critical strategic capacity to enhance their performance (i.e. FP, CF, IBPP and LGP). In terms of contribution, this study adds to the body of knowledge already available on marketing modification and business performance, particularly in the setting of an emerging economy.

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Section: Literature Reviewmentioning

confidence: 99%

The impact of marketing modification on the performance of food processing SMEs in Ghana

Abrokwah-Larbi

Awuku-Larbi²

2023

JRME

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Entrepreneurial Innovation and Quality of Service in the Sports Betting Sector, Bagua - Peru

Nachucho¹,

Estela²,

Rodríguez³

et al. 2023

J. of Law and Sust. Develop.

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Purpose: The objective was to determine the relationship between business innovation and service quality in companies in the sports betting sector. Theoretical framework: Existing theory provided a great deal of knowledge on business innovation and service quality, but there is very little information on these variables together and with the dimensions that have been studied, which is why this research is very important because it contributes new knowledge to scientific research. Design/methodology/approach: A mixed, non-experimental, grounded theory, basic, descriptive-correlational approach was considered, applying the interview to 06 managers and the questionnaire to 50 customers of the companies in the sports betting sector. Results: The findings revealed that there is a connection between the variables, but with some dimensions it was necessary to accept the Ho. Research, practical and social implications: To remain competitive in the face of increasing market demand, companies must take advantage of all opportunities. Originality/value: Concluding that companies urgently need to have a competitive trend that allows them to increase the demand for the services they are offering, but for this, it is necessary to implement strategic management systems with emphasis on service, costs, technology, and the provision of services, since this allows in the long term to position the firm in the market.

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Estrategias De Gestión Comercial en Asociaciones Artesanales. Caso De Estudio Asoarcaq

Lalaleo-Analuisa

2023

Revista Científica Arbitrada Multidisciplinaria De Ciencias Contables, Auditoría Y Tributación: CORPORATUM 360

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La presente investigación tiene como objetivo desarrollar estrategias de gestión comercial innovadoras para la Asociación Artesanal Cuero y Afines de la parroquia Quisapincha (ASOARCAQ); dado que, durante los últimos años, esta asociación ha presentado una serie de inconvenientes relacionados al tema comercial. Para ello, la metodología empleada presenta un enfoque mixto; es decir, cualitativo y cuantitativo, apoyada por una investigación bibliográfica que permitirá sustentar de forma teórica el campo y objeto de estudio. Adicional, se desarrolló un estudio in situ donde se aplicó una encuesta a sesenta y cinco personas para conocer el estado actual de la Asociación. Entre los principales hallazgos se evidenció falencias organizacionales que fueron acrecentadas a partir de la crisis sanitaria que vivió el mundo, debido a que el canal de mayor utilización por los asociados era únicamente la interacción entre productor y consumidor, lo cual fue afectado durante el periodo de confinamiento, es por ello, que surgió la necesidad de buscar nuevas alternativas para la comercialización del producto. En las principales conclusiones se menciona que a través de una planificación estratégica se pueden definir estrategias apropiadas que permitan mejorar la situación de la asociación y dar cumplimiento a los objetivos deseados.

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Analizando La Innovación Comercial en Las Empresas Peruanas De Manufactura De Menor Intensidad Tecnológica

Cited by 3 publications

References 64 publications

The impact of marketing modification on the performance of food processing SMEs in Ghana

The impact of marketing modification on the performance of food processing SMEs in Ghana

Entrepreneurial Innovation and Quality of Service in the Sports Betting Sector, Bagua - Peru

Estrategias De Gestión Comercial en Asociaciones Artesanales. Caso De Estudio Asoarcaq

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