Marketing adoption and performance of selected small and medium manufacturing enterprises in Busia County, Kenya

Kenneth Idewa Ochulo Omuse; Moses Ngoze; Willis Otuya

doi:10.51867/AQSSR.3.4.72

Authors

Kenneth Idewa Ochulo Omuse Masinde Muliro University of science and Technology Author https://orcid.org/0009-0009-5792-9375
Moses Ngoze Masinde Muliro University of Science and Technology, Kenya Author https://orcid.org/0000-0003-0783-7092
Willis Otuya Masinde Muliro University of Science and Technology, Kenya Author https://orcid.org/0000-0002-2068-9744

DOI:

https://doi.org/10.51867/AQSSR.3.4.72

Keywords:

Intrapreneural Innovations, Marketing Adoption, Performance

Abstract

Despite the enthusiasm among researchers and practitioners, effect of Marketing Adoption on Performance of Small and Medium Manufacturing Enterprises has not been exhaustively investigated. Kenya as a developing economy requires favorable policies to spear head Small and Medium Manufacturing Enterprises for attainment of vision 2030.The study was anchored on theories; Schumpeterian Theory, Resource Based Theory, Dynamic Capability Theory. The objective of the study was to examine the effect of Marketing Adoption on Performance of selected Small and Medium Manufacturing Enterprises in Busia County, Kenya. The study targeted 821 employees from registered selected Small and Medium Manufacturing Enterprises in Busia County, Kenya. A sample size of 269 was drawn from a total population of 821 employees by use Taro Yamane formula to represent whole population.The study applied descriptive survey research design. The study used a questionnaire as an instrument of data collection. Pilot study was carried out on employees within the organizations of Small and Medium Manufacturing Enterprises in Busia County, Kenya, that were not part of the major study. The study employed Statistical Package of Social Sciences (SPSS) to analyze descriptive and inferential statistical data. The study found that Marketing Adoption significantly and positively affected performance of Small and Medium Manufacturing Enterprises in Busia, Kenya (beta=0.664, standard error .054, p < 0.05). The study recommends that Small and Medium Manufacturing Enterprises in Busia County should prioritize continuous innovation in Marketing Adoption. Policymakers and stakeholders must enhance and enable to have an environment that provides; access to innovation training, improving infrastructure, and facilitating research and development support, hence strengthening such policies would significantly boost the competitiveness, sustainability, and financial performance of Small and Medium Manufacturing Enterprises in the region.

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