MODELING THE NEXUS BETWEEN ENTREPRENEURIAL MARKETING DIMENSIONS AND BUSINESS GROWTH AMONG SMALL AND MEDIUM AGRO-PROCESSING ENTERPRISES IN ZIMBABWE


Abstract

This study aims to determine the relationship betweenentrepreneurial marketing dimensions and businessgrowth among small and medium agro-processing enterprisesin Zimbabwe. The methodology involved a quantitative approachto collecting and analyzing research data. The fieldstudy was conducted in Bindura, Zimbabwe to collect researchdata from 260 managers of agro-processing SMEs. Usingthe SPSS 24 and AMOS 24 software, the Structural EquationModeling (SEM) procedure was performed to analyze theresearch data. The study’s findings validate the assertion thatdimensions such as product innovation, entrepreneurial orientation,risk-taking and resource leveraging are instrumental instimulating business growth among agro-processing SMEsin Zimbabwe. A robust relationship was also found betweenresource leveraging and business growth. Moreover, managerialimplications of the findings were discussed and limitationsand future research directions were indicated

Keywords

product innovation; entrepreneurial orientation; risk-taking; resource leveraging; business growth

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Published : 2018-12-31


Maziriri, E., & Mapuranga, M. (2018). MODELING THE NEXUS BETWEEN ENTREPRENEURIAL MARKETING DIMENSIONS AND BUSINESS GROWTH AMONG SMALL AND MEDIUM AGRO-PROCESSING ENTERPRISES IN ZIMBABWE. Journal of Agribusiness and Rural Development, 48(2), 153-163. https://doi.org/10.17306/J.JARD.2018.00407

Eugine Tafadzwa Maziriri 
Miston Mapuranga 


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