Purpose The purpose of this paper is to establish how small- and medium-sized enterprises (SMEs) in water, beverage, soap, detergent, metal fabrication, wood and furniture manufacturing industries can sustain or improve their competitive advantage by integrating specific resources and capabilities. The paper seeks to offer an alternative framework “resource capability-based view (RCBV)” that provides a strategic marketing direction for SMEs regarding how innovative marketing practices and dynamic marketing capabilities integrate to create sustainable market advantage. Design/methodology/approach This current paper employed a quantitative survey design with a positivist methodological research paradigm. The paper used a multi-stage stratified and simple random sampling technique to collect data from 591 manufacturing SMEs in Ghana. SMEs in water, beverage, soap, detergent, metal fabrication, wood and furniture manufacturing industries were sampled for the study. A structural equation model was employed to test the study hypotheses to arrive at the findings. Findings The study found that product design and packaging innovations, promotion innovations, retail innovations and pricing innovations provide sustainable market advantage for water, beverage, detergent and metal fabrication SMEs. The paper also found that new product designs and packages are the major drivers of sustainable market advantage followed by innovative retail outlets. The paper further originated that integrating marketing competence (marketing resources and marketing capabilities) and innovative marketing activities provides a marginal improvement in competitive advantage. Physical resources may result in market advantage but integrating physical resources with dynamic marketing capabilities provides sufficient competitive sustainability in a competitive market. Practical implications SMEs in water, beverage, soap, detergent, metal fabrication, wood and furniture manufacturing industries should prioritise their key marketing resources and capabilities in product designs, promotion, pricing and retailing innovations in order to sustain market advantage. Old products should not be faded from the market but rather SME managers should employ innovative retail strategies, such as eco-friendly advertising, product re-branding and digital platforms (social network sites and websites), which are important to sustaining market performance. Government must develop targeted policies to bridge the information gap between SMEs and research institutions such as universities through regular subsidised entrepreneurial training and creation of semi-annual industry-academic fairs. The main theoretical contribution of this current paper is the development of “RCBV” as a framework which shows how SMEs can integrate specific resources and capabilities to achieve sustainable market advantage. This framework offers an integrative view of conventional resource-based view and dynamic capability theory (DCT) which are independently examined in the literature. Originality/value This current study has proposed an integrated and elaborative approach to the conventional resource-based view and DCT which does not provide a composite understanding in the literature. SMEs may lack the needed resources and capabilities to introduce new products or extant product lines but this paper has demonstrated that how SME can sustain market advantage of existing product(s) by synchronously using specific marketing resources and capabilities. The proposed framework offers a guide for SMEs to integrate their physical resources and capabilities to sustain their market advantage.

Purpose -The purpose of this paper is to critically evaluate how work and family lives of female entrepreneurs in emerging Sub-Saharan countries including Ghana influence their business performance, with focus on criteria such as income, number of outlets, and number of employees the entrepreneur controls. Design/methodology/approach -A phenomenological qualitative approach to research was adopted for this study to help the researcher gain deeper understanding of experiences of Ghanaian female entrepreneurs with respect to their work and family life and its influence on business performance. With a purposive sampling technique, 25 active women entrepreneurs with family responsibilities were sampled for the study. A multiple case study strategy, in-depth face-to-face interviews, and participant observation were used to solicit responses from participants included in the study. Findings -The study revealed that a majority of female entrepreneurs involved in the study believe that their roles and responsibilities to their families have a negative impact on both the income they generate from their business and their willingness to expand their outlets. However, it has a positive impact on their willingness to employ additional employees in their businesses. As a consequence, this study reveals that quality family life is essential to these female entrepreneurs and they are willing to put the well-being of their families first, even at the expense of their business growth.Research limitations/implications -The study focused solely on the work and family life of women entrepreneurs and its influence on their business performance in Ghana. However, there exist other critical issues that affect women entrepreneurs in the Sub-Saharan region that can be explored to provide more insight on this subject or in different contexts. Originality/value -As a first of its kind in the Ghanaian context, little is known in extant literature until now with regard to work and family life of female entrepreneurs and its influence on their business performance. This study therefore seeks to bridge this gap.

Purpose Many nations now engage in economic promotion of their countries in foreign countries. One major aspect of this activity is export promotions. This paper aims to understand the relationship between export promotional activity participation and export performance by Ghanaian manufacturing firms. Design/methodology/approach The list of manufacturing exporters was obtained from the Ghana Export Promotion Authority, and the convenience and snowballing approach was used to reach and administer research instrument. The relationship between export promotion and performance was estimated using a multiple regression. Findings The results of this study indicate that exporters should implement specific export promotion programmes if they want to enhance export performance and become successful. The findings of this study show that the programmes that have a strong positive relationship with export performance are trade fairs, foreign offices and tax and financial incentives. Originality/value The results of this study contribute to the international entrepreneurship literature in several ways. First, findings from this study contribute to the limited literature on exports in developing countries such as Ghana. Again, the study framework provides assistance to assess and monitor emerging trends in export promotion strategies. Also, export promotion, as a whole, provides a framework in which firms formulate strategies, allocates resources and seeks opportunities in a coordinated way. Finally, in the international marketplace, firms need to maintain their competitive edge, and it is important to operate efficiently and effectively using an appropriate export promotional strategy.

Purpose-Small and medium-scale enterprises (SMEs) are the engine of growth of most developing countries, as they employ a large number of people as opposed to large firms. Consequently, these enterprises should succeed in expanding to become significant employers and producers. However, what seems obvious at least through cursory observation is that the current state of SMEs betrays an economic loss with respect to the benefits that ought to be forthcoming from their potential. This loss can be triggered by a number of factors. The study determines the drivers of internal fraud and their impact on Ghanaian SMEs and prescribes coping mechanisms. Design/methodology/approach-Primary data collected on 250 SMEs collected from various sectors across Accra, the capital of Ghana, are used for this study. Using a cross-sectional regression, the authors identify the key drivers of internal fraud that hamper the growth of Ghanaian SMEs. Findings-The regression results show that although several fraud variables impact negatively the growth of the SME sector, it is only accounting fraud which is significant. This study also revealed that stealing, fake currency issued for the payment of goods or service and non-payment of goods or service account for almost 83 per cent of fraud cases experienced by SMEs. Research limitations/implications-The study was limited to the SMEs located in the Accra, the capital of Ghana. Practical implications-The study will offer SMEs owners methods that will assist in their determination to fight fraud in the business that they manage. Social implications-The survival of SMEs is paramount to job creation. Consequently, combating fraud that stifle the growth of SMEs will allow SMEs to grow to their full potential and create more job opportunities for the unemployed. This will minimizes the social vices such as robbery, stealing, drug trafficking and prostitution that confront nations.

Purpose – The purpose of this paper is to empirically examine the relationship between lucky draw sales promotion (LDSP) and the four phases of brand loyalty in the telecommunication industry. Design/methodology/approach – A self-administered structure questionnaire was used to collect primary data from conveniently sampled 338 lucky draw winners in the Ghanaian telecommunication industry. A response rate of 67.1 percent was obtained for data analysis using structural equation modeling approach. Findings – It was found that LDSP positively relate to cognitive brand loyalty, and to behavioral brand loyalty through affective and conative brand loyalty. All hypothesized relationships among the sequential four-stage loyalty were confirmed, except the direct relationship between LDSP and behavioral brand loyalty. Research limitations/implications – The findings are limited to lucky draw winners in the telecommunication industry. Practical implications – Marketers can increase brand loyalty and profit more from their customers through targeted programs with hedonic benefits to build strong commitment level (conative brand loyalty), strong favoritism (affective brand loyalty) and strong beliefs about the superiority (cognitive brand loyalty) of a brand. Originality/value – Theoretically, this study fills the void of empirical studies on non-price sales promotion techniques of lucky draw and customer brand loyalty in the telecommunication sector in developing economy context, and contributes to the body of knowledge in the area of customer brand loyalty and LDSP.