The Role of Marketing Capabilities and Market Munificence in an Emerging African Economy

In this paper, the authors investigate the relationship between marketing resources and firm performance in the context of SMEs in a developing African economy. Drawing on sample of SMEs from Ghana, the study examines the direct relationship between marketing resources and firm performance, the mediation role of marketing capabilities between marketing resources and firm performance, and the way market munificence moderates the impact of marketing capabilities on firm performance. They find evidence of a positive causal link between the use of marketing resources and firm performance. The findings provide insight to practicing SME managers to consider when deploying resources to succeed on their plans for firm performance in a developing economy.