Browsing by Author "Mwesigye, Abel"

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    Marketing Innovation, Entrepreneurial Orientation and Business Success among Traders in Kampala after the Lockdown.
    (2023) Mwesigye, Abel
    The study examined the association between marketing innovation, Entrepreneurial Orientation and Business Success among traders in Kampala after the lockdown. The objectives of the study were to; establish the association between Marketing Innovation and success of businesses; assess association between Entrepreneurial Orientation and success of businesses; and examine the joint effect of Marketing Innovation and Entrepreneurial Orientation on the success of businesses. The study adopted a cross sectional research design along with a quantitative research approach. A sample of 97 traders was used in the study, selected from traders registered with Kampala City Traders Association located in downtown Kampala along streets of Nakivubo, William, Luwum, Ben Kiwanuka. Data was obtained from either a business owner or manager using a structured questionnaire. SPSS v. 25 was used to analyze data. The study used frequency tables, correlation and regression analysis to interpret results. This study found a positive association between Marketing Innovation and Business Success. The study also found a positive association between Entrepreneurial Orientation and Business Success. Furthermore, this study established that Marketing Innovation and Entrepreneurial Orientation are significant predictors of Business Success, with Entrepreneurial Orientation turning out as the stronger predictor. The study concludes that both Marketing Innovation and Entrepreneurial Orientation are exceptional factors that lead to Business Success. The study recommends traders in Kampala to exhibit more entrepreneurial orientation, and enhance Marketing Innovation in order to succeed in their businesses. Moreover, this research suggests the need for future studies to investigate the association between marketing innovation, Entrepreneurial Orientation and Business Success but from a broader perspective of Kampala; and conduct longitudinal research examining the association between marketing innovation, Entrepreneurial Orientation and Business Success from a broader perspective of Kampala.