Understanding marketing resources and size in agro-based enterprises

Purpose Using firm-level data from small- to micro-sized agro-based enterprises located in developing Africa, the purpose of this paper is to employ a resource-based marketing model to explain financial and nonfinancial organizational performance outcomes. The moderating effect of firm size on the structural inter-linkages between customer retention orientation, eBrand promotion and the organizational performance outcomes is also explored. Design/methodology/approach Partial least squares path modeling approach was the analytical method for data analysis purposes. Findings The data support the assumption that marketing resources as well as the moderating influence of firm size play a strong role on the agro-based enterprise performance. Originality/value This study widens the context of inquiry on agro-based enterprise performance to include developing economies in Sub-Saharan Africa. The value of the paper rests in its intent to offer small- to micro-sized agro-based businesses in emerging markets more practical ways to enhance their performance.