Digital orientation, market capability, firm size and sme marketing orientation.
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Date
2023
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KNUST
Abstract
This study examined the relationship between digital orientation, market capability, sme marketing orientation, and the role of firm size in the context of small and medium-sized enterprises (smes). The research aimed to explore how digital orientation influenced market capability and sme marketing orientation, taking into account the moderating role of firm size. A quantitative research approach was adopted, and data were collected from a sample of smes across various industries. Statistical techniques, including regression analysis, were employed to analyze the data and test the proposed hypotheses. The findings of this study provided insights into the relationship between digital orientation, market capability, and sme marketing orientation. The results indicated that digital orientation positively influenced market capability v and sme marketing orientation. Additionally, firm size was found to moderate the relationship between digital orientation and sme marketing orientation, highlighting the importance of considering firm size when implementing digital strategies. The research contributes to the existing literature by providing empirical evidence on the impact of digital orientation on market capability and sme marketing orientation. The findings offer practical implications for sme owners, managers, and policymakers, helping them make informed decisions regarding their digital strategies and marketing approaches. By understanding the interplay between digital orientation, market capability, sme marketing orientation, and firm size, this study provides valuable knowledge for smes seeking to optimize their marketing efforts in the digital era and achieve sustainable growth. Keywords: digital orientation, market capability, sme marketing orientation, firm size, small and medium-sized enterprises, digital strategies, marketing strategies, competitive advantage
Description
A thesis submitted to the institute of distance learning, Kwame Nkrumah university of science and technology, Kumasi in partial fulfilment for the degree of master of science marketing