Aug 2026· International Journal of Scientific Research and Innovative Studies· Vol 5, pp. 460-464· 0 citations· 10 references
Abstract
This study examines the impact of marketing strategies (digital marketing, product differentiation, strategic pricing and distribution channels) on the overall performance of emerging micro, small and medium-sized enterprises (MSMEs) in the Democratic Republic of the Congo (DRC). Drawing on a sample of 250 MSMEs selected in Kinshasa and Lubumbashi, and using econometric modelling via multiple linear regression (MCO), the results reveal a positive and statistically significant relationship between marketing dimensions and overall performance (R² = 0.624). Digital marketing and distribution strategy emerge as the most powerful determinants. The study offers concrete strategic recommendations for business leaders and public decision-makers to stimulate the Congolese economy.
Keywords: Marketing strategies, MSMEs, Overall performance, Emerging economy, DRC, Econometrics.
Received Date: June 19, 2026
Accepted Date: July 10, 2026
Published Date: August 01, 2026
Available Online at: https://www.ijsrisjournal.com/index.php/ojsfiles/article/view/870
Research Originality: This study is among the first to model market access as the mechanism by which four distinct digital marketing dimensions jointly drive enterprise performance in the context of an Indonesian developing economy.
Research Objectives: This study examines how four digital marketing dimensions influenc...
Yolanda Soedibyo, H. Gunawan· Etikonomi· 0 citations
This study aims to empirically examine and analyze the role and influence of digital marketing on the sales performance of Micro, Small, and Medium Enterprises (MSMEs) in Lamongan Regency, East Java. Digital marketing is measured through five primary dimensions: content marketing, social media marketing, digital promot...
Muhammad Yasril Arrizqi, Suyitno, R. Rosiawan et al.· Journal of Creative Power a...· 0 citations
Purpose: This research aims to highlight the importance of understanding Micro, Small, and Medium Enterprises (MSMEs) for businesses. MSMEs play a crucial role in the economy, as they not only create many jobs, but also drive innovation and the development of other economic sectors. With a deeper understanding of MSMEs...
Nerys Lourensius L. Tarigan· Natural Resources for Human...· 0 citations
Sunflower oil processing small and medium enterprises (SMEs) in Singida Region, Tanzania, face persistent performance challenges despite growing domestic demand and government support for import substitution, yet limited evidence exists on whether specific marketing strategies differentially affect enterprise outcomes....
J. Mshana, E. Ngowi, Allan Tumain et al.· African Quarterly Social Sci...· 0 citations
Micro, Small, and Medium Enterprises (MSMEs) in Wanagiri Village, Bali, hold significant potential to strengthen the local economy through diverse processed food products. However, limited digital marketing adoption and uneven managerial capacities constrain their market reach and competitiveness. This study evaluates...
L. Suriati, N. K. Mardewi, K. Prayoga et al.· AJARCDE | Asian Journal of A...· 0 citations
The increasing adoption of digital technologies has transformed the marketing landscape, creating opportunities for small and medium-sized enterprises (SMEs) to improve their competitiveness and performance. Despite the growing relevance of online marketing, many SMEs in Calabar Metropolis continue to face challenges l...
E. T. Ebitu, Uduakobong Otu, I. Doddanavar et al.· Journal of Business Developm...· 0 citations
We use cookies to run the site and, with your consent, for analytics and to show ads.
See our Cookie Policy.
