- Title
- The effect of marketing capabilities on the competitive advantage of Small Medium and Micro Enterprises in OR Tambo District Municipality, Eastern Cape
- Creator
- Mpongwana, Konaye https://orcid.org/0000-0003-4105-1536
- Subject
- Market segmentation
- Subject
- Marketing -- Management
- Date
- 2020-01
- Type
- Master's theses
- Type
- text
- Identifier
- http://hdl.handle.net/10353/20197
- Identifier
- vital:45407
- Description
- It is usually understood that the development of technological marketing capabilities by firms provides them with immense opportunities to transform their business practices and strategies, to strategically position themselves in the market and enhance firm performance. The main objective of this study was to determine the effect of marketing capabilities (Intellectual capital, marketing strategy and market orientation) on the competitive advantage of SMMEs. Prior research has that early development of marketing capabilities enables firms to achieve competitive advantage. The issue to be attended to will be to identify the connection between the incorrect marketing capabilities and failure of SMMEs, if there is any. Furthermore, a thorough investigation looking at how the reduction of failure of SMMEs can be realised by investigating the marketing capabilities of SMMEs. Quantitative research approach was used in the study, with a population of 200 SMMEs, the Raosoft calculator is also used to calculate the sample size of 100 SMMEs which were used to collect the primary data of the study. Convenience sampling method was used by the researcher. The findings also revealed that SMMEs adopt new and advanced technologies when marketing their products and services. The study recommends that SMME Owners/ Managers should consider spending a higher proportion of their time and money engaging in activities related to marketing throughout the life of their business. Therefore, it has concluded that effective deployment of marketing capabilities can lead to competitive advantage and greater performance.
- Description
- Thesis (MCom) -- Faculty of Management and Commerce, 2020
- Format
- computer
- Format
- online resource
- Format
- application/pdf
- Format
- 1 online resource (120 leaves)
- Format
- Publisher
- University of Fort Hare
- Publisher
- Faculty of Management and Commerce
- Language
- English
- Rights
- University of Fort Hare
- Rights
- All Rights Reserved
- Rights
- Open Access
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UFH Department of Business Management
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | MPONGWANA final document.pdf | 1 MB | Adobe Acrobat PDF | View Details Download |