Marketing Strategy Transformation of Micro-Small and Medium Enterprises in Bangsamoro Autonomous Region in Muslim Mindanao: A Convergent Design

The study focused in strategies and ideas that can be applied to tackle sustainability-related problems. Micro-Small and medium enterprise provides both economic growth and environmental conservation if the appropriate plans and approaches are taken. Additionally, this study aims to give a thorough list of various drivers that the researcher identifies by applying the convergent approach research technique. By offering thorough, up-to-date perspectives and findings on sustainable activities and their causes, notably in the context of MSMEs, it aimed to contribute to the level of information. The study employed a convergent design of mixed methods research (MMR) with 400 respondents and 17 participants in the quantitative strand and qualitative strand, respectively. The study was conducted in micro-small and medium enterprises (MSMEs) in Bangsamoro Autonomous Region in Muslim Mindanao, Philippines. The findings revealed the high level on the status of marketing strategy transformation. Meanwhile, sustainability revealed the high-level result. The lived experiences of the employees of micro-small and medium enterprises (MSMEs) on sustainability as influenced by their experiences in marketing strategy transformation, have positive ideas. The participants convey the significance of exogenous variable to the endogenous variable. Conclusions have been drawn from both quantitative and qualitative findings. In the quantitative results, all the exogenous variables obtained high rating indicating that the variables are oftentimes manifested. The exogenous variable which is sustainability obtained very high-level rating meaning it is always manifested in micro-small and medium enterprises (MSMEs) in the BARMM region.