Nexus Marketing Culture, Values of Owners/Managers and Ethical Position in Business and Survival of Small and Medium Enterprises (SMES) in Tanzania: A case of Southern Highlands

Hilgath Mwinuka and Sosthenes Ruheza

International Journal of Academic Research in Business and Social Sciences, 2016, vol. 6, issue 1, 1-14

Abstract: This study was intended to examine the relationship between Marketing culture, Values of SMEs owners/ managers, Moral reasoning and the Survival of SMEs in the Southern Highlands of Tanzania. A self-administered questionnaire was used for data collection. Results in this study revealed that marketing culture and values of owners/ managers were significant predictors of survival of SMEs explaining almost 29% of the variance. The study recommends that owners/managers of SMEs should place much emphasis on service quality, organization and internal communication commitment to ensure survival of their SMEs. Other factors included creativity; honesty and integrity need more attention for the survival of the SMEs.

Keywords: Marketing culture; Values of owners/managers; ethical position in business; survival of SMEs; small and medium enterprises; Tanzania (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:hur:ijarbs:v:6:y:2016:i:1:p:1-14

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