Innovations in entrepreneurial marketing dimensions: evidence of Halal food SMES in Ghana

Abstract

Purpose Small and medium enterprises (SMEs) do not need only traditional marketing strategies in the dynamic business environment of the manufacturing sector. Entrepreneurial marketing dimension (EMD) is an alternative marketing approach for SMEs. Therefore, this paper aims to investigate whether EMD innovation has a positive and significant effect on SMEs performance on Ghanaian Halal food and beverages. Design/methodology/approach Correlative descriptive research method was used and 432 questionnaires with five-point Likert scale were distributed among owners-managers of manufacturing sectors of Ghanaian Halal food and beverages SMEs producers were chosen by a simple random sampling method. Structural equations modelling structural equations modelling techniques was used to analyse data. Findings The result of data analysis indicates a positive and significant effect of EMD on manufacturing SMEs performances of Halal food. Nevertheless, the effect of EMD on the production performance of the aforementioned companies is confirmed positive. The findings also show that production performances of Halal food SMEs result in their financial performance. Research limitations/implications The study’s sample is limited to Halal food SMEs manufacturing in Ghana. More research can be done investigating this relationship from different sectors and in Islamic and non-Islamic countries. Practical implications This research implies that Halal food SMEs manufacturing producers in a country is imperative in Muslim-minority countries. This study gives a benchmark for the non-Muslim-majority countries which endeavour to embark on the Halal SMEs manufacturing food. Muslim-minority countries that envision to succeed in the global Halal market could emulate Ghana’s approach in branding itself as a recognised non-Muslim-majority country in producing Halal foods. This can be done by implementing innovative, proactive, opportunist, risk-taking and customer-oriented initiatives to achieve better market and innovative performances and higher profits. Originality/value This paper fills a knowledge gap by presenting the first comprehensive overview of Halal food SMEs manufacturing performance research that enhances the ongoing discussion in hospitality, entrepreneurship and marketing fields in Islamic and non-Islamic contexts.