Marketing Capabilities and Competitive Performance in the SMEs Context: A Bi-Theoretical Perspective
Stephen Oduro,
Enoch Mensah-Williams
Abstract:Underpinned by the Resource-Based View (RBV) and Competence-Based View (CBV) of the firm, this study investigates how marketing capabilities relate to SME competitive performance in an emerging economy, Ghana. The study adopted a quantitative study design through a survey questionnaire and utilized Structural Equation Model-Partial Least Square (SEM-PLS) variance-based approach to test the formulated hypotheses of 506 samples. Results reveal that: (1) Marketing communication capability, channel management capa… Show more
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