Application of the elements of marketing mix by business start-ups during incubation: A case of Makerere University in Uganda

Tibaingana, Anthony

doi:10.5897/ajbm2018.8602

Cited by 3 publications

(1 citation statement)

References 33 publications

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“…However, even if these 4Ps considered as the holy quadruple of the marketing faith written in the tablets of stone, have been subjected to modifications by several scholars, to suits different contexts (Woyo and Slabbert, 2019). It can be criticised that the 4Ps is not adequate enough to holistically perform marketing activities (Anthony, 2019). This theory has been widely used globally and is considered critical means for translating marketing plans into business operations.…”

Section: Marketing MIX Theory and Variablesmentioning

confidence: 99%

Marketing mix Framework as a Tool to Enhance Women’s Business Viability in Limpopo-South Africa

Mvunabandi,

Nomala,

Gadzikwa

2024

IRMM

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Motivated by lack of empirical research on how the marketing mix (price, place, product promotion, process, packaging, physical evidence, people, programming and partnership) directly or indirectly enhance the women’s business viability and sustainability in South Africa and elsewhere. This research empirically investigated how marketing mix can be used to enhance women’s business viability among 301 registered business owners trained in marketing and participated in the survey and answered details questions focusing on Limpopo province -South Africa. AIDA theory, diffusion of innovation theory and Marketing Mix Theory underpinned the study. Quantitative descriptive survey research strategy was adopted, Robustness analysis was entirely performed using SPSS version 28. The study’s findings were that women’s businesses in Musina and Blouberg in Limpopo province use the 10Ps. The four most used marketing strategies were, price, place promotion and product. The averagely used marketing strategies were: people, packaging, programming, physical evidence and partnership. This study contributes to the current body of knowledge and further contributes to the use of 10Ps marketing mix strategies and framework by women’s businesses. The study’s main implication is that business entities may not achieve their full financial performance potential due to little or no attention to the use of 10Ps marketing mix components and training. This study provides robust recommendations and insights into marketing practices applicable to other business entities globally.

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Section: Marketing MIX Theory and Variablesmentioning

confidence: 99%

Marketing mix Framework as a Tool to Enhance Women’s Business Viability in Limpopo-South Africa

Mvunabandi,

Nomala,

Gadzikwa

2024

IRMM

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Strengthening business incubation practices among startup firms. Evidence from Ugandan communities

Ssekiziyivu

Rogers

Kabahinda

et al. 2021

JEC

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Purpose The purpose of this paper is to provide the initial evidence on the role of business incubation (BI) in supporting startups and BI practices from developing communities in Uganda. Design/methodology/approach This study is cross-sectional and a triangulation of quantitative and qualitative data were used. Data were collected by means of a questionnaire and an interview guide from 28 incubators. Findings Results indicate that business incubators play different roles in communities such as business assistance, networking, provision of necessary infrastructure and provision of an enabling environment. Furthermore, BI practices were identified such as networking, human resource, tenant management and assessment practices. Research limitations/implications This study was cross-sectional and thus monitoring changes in behavior of incubatees overtime was not possible. The study was conducted in Uganda, and it is possible that the results of this study can be generalized to developing communities with environments similar to that of Uganda. Practical implications The results are important for business incubators in improving the sustainability of startups in Uganda. The study will enable business incubators to understand their role and incubator practices in as far as supporting small and medium-sized enterprises is concerned. Originality/value While there have been a number of studies on BI, this study provides an initial empirical evidence on the role of BI and BI practices using evidence from developing communities in Uganda.

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Users’ experiences of reference services in Thai academic libraries

Suthiprapa

Tuamsuk

2021

IFLA Journal

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This research aimed to analyse the user experiences of reference services in academic libraries based on the marketing mix 7Ps concept. The sample was instructors and students from eight national research universities in Thailand. Questionnaires were returned by 337 instructors (86.41%) and 399 students (100%). The results show that the component of the marketing mix 7Ps that was most important for reference services according to the users was people (β = .881), followed by place (β = .868), promotion (β = .863), product (β = .856), price (β = .854), process (β = .805) and physical environment (β = .789). When considering product, the most important services were counselling, research information seeking, instruction and answering, respectively. The results of this marketing mix 7Ps study reveal users’ attitudes with regard to various aspects that can be integrated with service design and create a model for developing library service innovation.

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Application of the elements of marketing mix by business start-ups during incubation: A case of Makerere University in Uganda

Cited by 3 publications

References 33 publications

Marketing mix Framework as a Tool to Enhance Women’s Business Viability in Limpopo-South Africa

Marketing mix Framework as a Tool to Enhance Women’s Business Viability in Limpopo-South Africa

Strengthening business incubation practices among startup firms. Evidence from Ugandan communities

Users’ experiences of reference services in Thai academic libraries

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