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All Journal International Journal of Entrepreneurship, Business, and Creative Economy International Journal of Marketing and Digital Creative (IJMADIC)
Francis Osei
Central University of Technology
Humanities Economics, Econometrics & Finance Social Sciences

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The Mediating Role of Product Quality in the Relationship Between Price and Marketing Performance of Small and Medium Enterprises in Ghana Collins Kankam-Kwarteng; Francis Osei; Samuel Owusu-Mensah; Beverley Wilson-Wünsch
International Journal of Marketing and Digital Creative Vol. 3 No. 1 (2025): International Journal of Marketing and Digital Creative
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v3i1.2705

Abstract

Small and Medium Enterprises (SMEs) play a critical role in Ghana’s economic growth, employment generation, and poverty reduction, yet they encounter significant hurdles in enhancing their marketing performance. With pricing strategies and product quality recognized as pivotal factors in gaining a competitive edge, this study investigates the relationships among price, product quality, and marketing performance in Ghanaian SMEs. The study targeted 100 owner-managers selected through convenience and purposive sampling, and data were analyzed using SMART PLS version 3.0 and SPSS version 25, applying the partial least squares structural equation modeling (PLS-SEM) technique to test the proposed model and hypotheses. Findings reveal a notable positive association between price and marketing performance, underscoring the strategic importance of effective pricing. Additionally, a strong relationship between pricing and product quality was found, emphasizing the need for competitive pricing to support superior product quality. This study also identifies the significant role of product quality in enhancing marketing performance. Importantly, the analysis reveals that product quality mediates the relationship between price and marketing performance, providing new insights into SME dynamics. Based on these results, it is recommended that Ghana’s SMEs pursue a coordinated approach to pricing and quality management. By aligning competitive pricing with a commitment to high-quality product delivery, SMEs can drive customer satisfaction, foster loyalty, and achieve sustainable profitability, thereby improving their overall marketing performance in a competitive landscape.
Corporate Culture’s Effect on Corporate Sustainability: Exploring the Mediating Effect of Innovation Capability in Foreign Companies Operating in Ghana Francis Osei; Beverley Wilson-Wünsch; Collins Kankam-Kwarteng; Alfred Owusu
International Journal of Entrepreneurship, Business, and Creative Economy Vol. 5 No. 1 (2025): January
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v5i1.2680

Abstract

The issue of sustainable development poses a significant challenge for foreign enterprises, especially in volatile markets such as Ghana, where these firms face unique obstacles in aligning their corporate culture with sustainability goals. Drawing upon the literature on sustainable corporate development and adopting the resource-based view, this research addresses a gap in understanding how corporate flexibility and control culture influence corporate sustainable performance through the stimulation of innovation capabilities, specifically within the context of foreign enterprises. Data were collected from 152 foreign companies operating in Ghana, and Structural Equation Modeling was conducted using Smart PLS version 3.0 and SPSS version 24. The questionnaire was based on the existing literature. The findings of this study indicate that both flexibility and control cultures have a significant influence on innovative capability, yet they do not directly affect corporate sustainable performance. The research reveals that innovation capability acts as a complete mediator between flexibility and control culture and sustainable corporate performance. This research contributes to the theoretical literature on sustainable corporate performance and offers valuable managerial insights for foreign firms in Ghana, guiding them on how to navigate and achieve sustainable growth through strategic corporate culture.
Co-Authors Alfred Owusu Beverley Wilson-Wünsch Collins Kankam-Kwarteng Samuel Owusu-Mensah