Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal International Journal of Marketing and Digital Creative (IJMADIC)
Beverley Wilson-Wünsch
IU International University of Applied Sciences
Economics, Econometrics & Finance Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
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.
Does Market Orientation Affect the Performance of SMEs? Francis Osei; Ernest Yiadom Boakye; Owusu Ansah Kwadwo; Alfred Atakora; Beverley Wilson-Wünsch
International Journal of Marketing and Digital Creative Vol. 3 No. 2 (2025): September
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v3i2.3070

Abstract

This paper investigates the impact of market orientation on the performance of small and medium-sized enterprises (SMEs) in Kumasi, Ghana, emphasizing its relevance for emerging economies. The study addresses a gap in empirical research on this topic, underscoring its significance. Data was collected through a structured questionnaire, resulting in 200 valid responses from top executives and managers, which were subsequently analyzed using Structural Equation Modeling (SEM) to explore the relationships between market orientation and firm performance. The findings reveal a significant negative relationship between competitor orientation and firm performance, while customer orientation and inter-functional orientation show positive and significant correlations with firm performance. These results underscore the critical role of customer and market-oriented dimensions in enhancing SME performance, advocating for a stronger market orientation within SMEs. Additionally, the study suggests that new companies should focus on developing a market-oriented profile and strategically utilizing their resources. It emphasizes the importance of caution for companies seeking to adopt market orientation, considering industry context, timing, and strategies for leveraging internal resources and core competencies to achieve optimal performance.
Co-Authors Alfred Atakora Collins Kankam-Kwarteng Ernest Yiadom Boakye Francis Osei Francis Osei Owusu Ansah Kwadwo Samuel Owusu-Mensah