Abstract
Small, Medium and Micro Enterprises (SMMEs) are considered as economic engines for many countries. In South Africa, the Small, Micro and Medium Enterprises (SMMEs) sector has been acknowledged as the driving force to foster economic growth and job creations. This paper aimed at examining how relationship marketing, green marketing and innovative marketing influence the business performance of Small, Medium and Micro Enterprises (SMMEs) in Southern Gauteng, South Africa. The study utilized a quantitative research paradigm. A structured questionnaire consisting of validated scales for relationship marketing, green marketing, innovative marketing and business performance was administered to a sample of 231 SMMEs managerial employees in the Southern Gauteng region of South Africa. Smart PLS was used to analyze the data and the results indicated that there are positive relationships between the posited research variables. Implications of the findings are discussed and limitations and future research directions are alluded to.
Highlights
The Small, Micro and Medium Enterprises (SMMEs) sector is crucial for economic growth, employment creation, poverty reduction and reducing levels of inequality (Chimucheka, 2015). Rogerson (2008:307) points out that Small, Medium and Micro Enterprises (SMMEs) play a crucial role in the economic development of a country since they contribute more towards the creation of employment than large companies
The employment figures for this specific sample profile indicate that the majority of the employers are SMME businesses employing fewer than 50 employees per business entity, with 55.4% in the category, of 10 employees or fewer, 22.9% of the surveyed employees being in the category of 10 to employees, 9.5% indicated that their employees are in the category if to employees, 6.1% indicated that there are in the category of to 200 employees and lastly of the participating SMMEs 6.1% indicated that they employed above 200 employees
The study further validates that SMMEs engaging in relationship marketing, green marketing and innovative marketing leads to high business performance
Summary
The Small, Micro and Medium Enterprises (SMMEs) sector is crucial for economic growth, employment creation, poverty reduction and reducing levels of inequality (Chimucheka, 2015). Rogerson (2008:307) points out that Small, Medium and Micro Enterprises (SMMEs) play a crucial role in the economic development of a country since they contribute more towards the creation of employment than large companies. Rogerson (2008:307) points out that Small, Medium and Micro Enterprises (SMMEs) play a crucial role in the economic development of a country since they contribute more towards the creation of employment than large companies. This makes it very important for the SMMEs’ managers to have a good knowledge of how they can market and run their businesses successfully against the bigger businesses. The objectives of this study were to examine how relationship marketing, green marketing and innovative marketing influence the business performance of Small, Medium and Micro Enterprises (SMMEs) in Southern Gauteng, South Africa
Sign-in/Register to view highlights & summary 
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call