Purpose

The purpose of this study is to empirically examine the effect of marketing modification on business performance from the perspective of marketing capabilities theory.

Design/methodology/approach

This study employed a survey method to collect data from 225 food processing small- and medium-sized enterprises (SMEs) on the Ghana Enterprise Agency (GEA) registered list in the Eastern Region of Ghana. The effect of marketing modification on the performance of SMEs in the food processing industry was evaluated using a structural equation modeling (SEM) – path analysis.

Findings

According to the study’s findings, marketing modification has a positive and significant impact on the financial performance (FP), customer performance (CP), internal business process performance (IBPP) and learning and growth performance (LGP) of Ghanaian SMEs engaged in food processing. The results of this study also demonstrated the importance of marketing modification determinants, such as marketing resources (MR), cross-functional and interenterprise collaboration (CFIEC), architectural marketing capability (AMC) and marketing strategy decision implementation (MSDI), in achieving food processing SME performance in Ghana.

Research limitations/implications

This current research has its limitation, even though its importance has been mentioned earlier. First, the study can be improved by expanding the sample size through the inclusion of other SMEs from other industries since it is industry specific (i.e. food processing SME). Second, this current study was conducted in Ghana. To compare results, the current study may be replicated in other emerging countries. Third, future research studies may consider how business environmental factors such as technological change (e.g. use of artificial intelligence and machine learning) moderate the relationship between marketing modification and SME performance.

Practical implications

The outcomes of this research study are anticipated to give profitable implications to both academicians and practitioners. For the academic aspect, this study provides an important contribution to marketing modification and performance literature by examining the impact of innovative marketing on the performance of food processing SMEs in Ghana. For practitioners, this study indicates that food processing SME owners/managers must focus on marketing modification to develop their performance. The increase in marketing modification application through marketing capabilities such as MR and CFIEC will enable owners/managers to achieve performance targets.

Social implications

The application of marketing modification among food processing SMEs in Ghana will contribute greatly to their profitability, survival and growth. The growth and survival of food processing SMEs (not limited to food processing SMEs) in Ghana will help in the control of unemployment, which is a major social issue in Ghana.

Originality/value

The study’s findings provide solid support for the marketing capabilities theory. This study also supports the notion that food processing SMEs should perceive marketing modification and its determinants (i.e. MR, CFIEC, AMC and MSDI) as a critical strategic capacity to enhance their performance (i.e. FP, CF, IBPP and LGP). In terms of contribution, this study adds to the body of knowledge already available on marketing modification and business performance, particularly in the setting of an emerging economy.

中文翻译：

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营销调整对加纳食品加工中小企业绩效的影响

目的

本研究的目的是从营销能力理论的角度实证检验营销变革对企业绩效的影响。

设计/方法论/途径

本研究采用调查方法收集了加纳东部地区加纳企业局（GEA）注册名单上的 225 家食品加工中小企业（SME）的数据。使用结构方程模型（SEM）——路径分析来评估营销调整对食品加工行业中小型企业绩效的影响。

发现

研究发现，营销变革对加纳从事食品加工的中小企业的财务绩效（FP）、客户绩效（CP）、内部业务流程绩效（IBPP）和学习与成长绩效（LGP）产生积极且显着的影响。这项研究的结果还证明了营销调整决定因素的重要性，例如营销资源（MR）、跨职能和企业间协作（CFIEC）、架构营销能力（AMC）和营销策略决策实施（MSDI），在实现食品处理加纳中小企业的绩效。

研究局限性/影响

当前的研究有其局限性，尽管其重要性已在前面提到过。首先，由于该研究是针对特定行业的（即食品加工中小企业），因此可以通过纳入其他行业的其他中小企业来扩大样本规模来改进该研究。其次，目前的这项研究是在加纳进行的。为了比较结果，当前的研究可能会在其他新兴国家进行复制。第三，未来的研究可能会考虑技术变革（例如人工智能和机器学习的使用）等商业环境因素如何调节营销调整与中小企业绩效之间的关系。

实际影响

这项研究的结果预计将为院士和从业者带来有益的影响。在学术方面，本研究通过研究创新营销对加纳食品加工中小企业绩效的影响，为营销调整和绩效文献做出了重要贡献。对于从业者来说，这项研究表明食品加工中小企业所有者/经理必须注重营销调整以提高绩效。通过 MR 和 CFIEC 等营销能力，营销修改应用的增加将使业主/管理者能够实现绩效目标。

社会影响

加纳食品加工中小企业应用营销变革将极大地促进其盈利、生存和增长。加纳食品加工中小企业（不限于食品加工中小企业）的成长和生存将有助于控制失业这一加纳的主要社会问题。

原创性/价值

该研究结果为营销能力理论提供了坚实的支持。本研究还支持以下观点：食品加工中小企业应将营销调整及其决定因素（即 MR、CFIEC、AMC 和 MSDI）视为提高其绩效（即 FP、CF、IBPP 和 LGP）的关键战略能力。就贡献而言，这项研究补充了有关营销调整和业务绩效的现有知识体系，特别是在新兴经济体的背景下。