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Nexus Marketing Culture, Values of Owners/Managers and Ethical Position in Business and Survival of Small and Medium Enterprises (SMES) in Tanzania: A case of Southern Highlands

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  • Hilgath Mwinuka
  • Sosthenes Ruheza

Abstract

This study was intended to examine the relationship between Marketing culture, Values of SMEs owners/ managers, Moral reasoning and the Survival of SMEs in the Southern Highlands of Tanzania. A self-administered questionnaire was used for data collection. Results in this study revealed that marketing culture and values of owners/ managers were significant predictors of survival of SMEs explaining almost 29% of the variance. The study recommends that owners/managers of SMEs should place much emphasis on service quality, organization and internal communication commitment to ensure survival of their SMEs. Other factors included creativity; honesty and integrity need more attention for the survival of the SMEs.

Suggested Citation

  • Hilgath Mwinuka & Sosthenes Ruheza, 2016. "Nexus Marketing Culture, Values of Owners/Managers and Ethical Position in Business and Survival of Small and Medium Enterprises (SMES) in Tanzania: A case of Southern Highlands," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(1), pages 1-14, January.
    • Handle: RePEc:hur:ijarbs:v:6:y:2016:i:1:p:1-14
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