The Nexus between Types of Innovation and Marketing Performance of SME in an Emerging Economy
Kingsley Appiah and
Abdul-Aziz Ibn Musah
Additional contact information
Samuel Afriyie: School of Management, Jiangsu University, Zhenjiang 212013, PR China
Jianguo Duo: School of Management, Jiangsu University, Zhenjiang 212013, PR China
Kingsley Appiah: School of Management, Jiangsu University, Zhenjiang 212013, PR China
Abdul-Aziz Ibn Musah: School of Management, Jiangsu University, Zhenjiang 212013, PR China
International Review of Management and Marketing, 2018, vol. 8, issue 6, 78-92
Nowadays the practice in which businesses find themselves becomes unknown, innovation types have been seen as a critical element in an organizational growth of companies. This paper intends to cross -examine the interrelation between innovation types and SME marketing performance in a growing economy of Ghana. The research used quantitative methods, in which four research hypotheses were formulated and tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). In all, 437 respondents of SME composed data through a questionnaires survey sight in the cities of Kumasi and Accra respectively in Ghana. The study outcomes identified the usefulness of a strong and meaningful impact between the types of innovation namely Product, Process, Marketing and Organization and SME marketing performance of a developing economy. The paper explores to add to the limited knowledge of SME in the perspective of innovation types literature relationship to the marketing performance in a developing economy. Studies conducted, consistently endeavor to determine the connection between the types of innovation and the firm performance and neglecting the marketing performance viewpoint. Hence, this research offers a specialized focus on the types of innovation and its relationship via SME marketing performance in a developing economy. Furtherance, executing critical issues to business managers/owners when devising approaches to organizational firm performance.
Keywords: Marketing Performance; small medium-sized enterprises; Innovation Types (search for similar items in EconPapers)
JEL-codes: M31 O32 (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:eco:journ3:2018-06-12
Access Statistics for this article
International Review of Management and Marketing is currently edited by Ilhan Ozturk
More articles in International Review of Management and Marketing from Econjournals
Bibliographic data for series maintained by Ilhan Ozturk ().