A business model of marketing capabilities and marketing performances - the case of micro-enterprises (MiEs) in Kedah
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Date
2009
Authors
Mohamed, Baderisang
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Abstract
This need for a marketing capabilities model that is applicable to MiEs underlies the principal
purpose of this research to identify what are the marketing capabilities applied in MIEs; to
identify the marketing performance adopted by MIEs; to come out with a business model
depicting the relationship between marketing capabilities and the marketing performance of
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the MIEs; and to validate the proposed business model of MiEs. This study was done on a
developing country market (Kedah, Malaysia) where no marketing capabilities study has yet
been carried out. Initially, qualitative methodology was applied with the use of past
literatures review, in-depth interview with owner/manager of MiEs and observation
techniques. All findings from each category were later triangulated to form a proposed model
framework. The conceptual framework considered the marketing capabilities practiced as the
independent variables and marketing performance as consequences of marketing capabilities.
Later, it was tested with the quantitative survey method. Hypotheses of the study were tested
using SPSS tools. The findings of the study supported the hypotheses of the study and
confirmed the applicability of the proposed marketing capabilities framework. The findings
of this study are mostly consistent with the previous marketing capabilities studies
undertaken in other places. This first synthesis model of marketing capabilities for MiEs, is
still to be established as a generic model.
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Keywords
Business Administration , Marketing