Innovative marketing and sales promotion: catalysts or inhibitors of SME performance in Ghana

Karikari Amoa-Gyarteng, Shepherd Dhliwayo, Victoria Adekomaya

Research output: Contribution to journalArticlepeer-review


Innovative marketing (IM) drives success in small and medium enterprises (SMEs); however, the impact of sales promotions (SPs) remains a double-edged sword. This is the crux of this study, which examines the influence of IM and SP on SME performance in Ghana. Hierarchical regression analysis tested the hypotheses using a sample of SMEs registered with the Ghana Enterprises Agency. The results indicated a significant positive association between IM practices and SME performance. Contrary to expectations, SP exhibited a statistically significant negative association with SME performance. In addition, SP moderates the IM -performance link. The practical implication is that Ghanaian SMEs should synergistically integrate SPs and IM practices. This study addresses the pressing need for entrepreneurial marketing research grounded in the nuances of African economies, enriching the scholarly landscape.

Original languageEnglish
Article number2353851
JournalCogent Business and Management
Issue number1
Publication statusPublished - 2024


  • diffusion of innovation theory
  • Entrepreneurship
  • entrepreneurship
  • Entrepreneurship and Small Business Management
  • Eric Liguori, Florida State University, United States
  • innovative marketing
  • promotional mix theory
  • sales promotion
  • Small Business Management
  • SME performance

ASJC Scopus subject areas

  • Business and International Management
  • Accounting
  • Business, Management and Accounting (miscellaneous)
  • Strategy and Management
  • Organizational Behavior and Human Resource Management
  • Management Science and Operations Research
  • Marketing


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