IDEAS home Printed from https://ideas.repec.org/h/spr/csrchp/978-3-031-53877-3_23.html
   My bibliography  Save this book chapter

The Impact of Guerilla Marketing Strategies on Business Performance and Sustainable Competitive Advantage of SMEs in Pakistan

In: Board Diversity and Corporate Governance

Author

Listed:
  • Naqsh-e-Fatima

    (Asia Pacific University of Technology & Innovation (APU))

  • Morakinyo Dada

    (Asia Pacific University of Technology & Innovation (APU))

Abstract

SMEs play an important role in the progress of any country as it contributes toward successful economic growth and stability. The main purpose of Pakistani SMEs is to improve the financial and social quality of living in the Pakistani economy with enhanced business performance and sustainable competitive advantage. The purpose of this study is to identify the impact of guerilla marketing strategies on business performance and the sustainable competitive advantage of SMEs in Pakistan. To conduct this study, a detailed review of the literature was conducted and a proper analysis of research methodology was proposed. A quantitative survey was conducted for this research and questionnaires were distributed among 250 employees of Pakistani SMEs. This research is based on a positivist research philosophy along with a deductive approach and G*Power software was used to calculate the sample size. SmartPLS 4 was used in the analysis and testing of data. Findings indicate that social media, consumer buying behavior, customer intimacy, and creative environment have a significant impact on the guerilla marketing activities of SMEs in Pakistan. Whereas, guerilla marketing has a significant impact on business performance activities and sustainable competitive advantage of Pakistani SMEs.

Suggested Citation

  • Naqsh-e-Fatima & Morakinyo Dada, 2024. "The Impact of Guerilla Marketing Strategies on Business Performance and Sustainable Competitive Advantage of SMEs in Pakistan," CSR, Sustainability, Ethics & Governance, in: Reem Khamis & Amina Buallay (ed.), Board Diversity and Corporate Governance, pages 305-316, Springer.
    • Handle: RePEc:spr:csrchp:978-3-031-53877-3_23
    DOI: 10.1007/978-3-031-53877-3_23
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:csrchp:978-3-031-53877-3_23. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.