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International Journal of Academic Research in Business and Social Sciences

Open Access Journal

ISSN: 2222-6990

The Relationship between Marketing Management Capabilities and SMEs Business Performance during COVID-19 Pandemic

Haslenna Hamdan, Zalinawati Abdullah, Wan Maziah Wan Ab Razak, Nurul Ulfa Abdul Aziz, Ken Sudarti

http://dx.doi.org/10.6007/IJARBSS/v11-i18/11434

Open access

COVID-19 pandemic has created a new norm for SMEs business operations in the fashion industry, despite the disruptions to the world economy and mankind. In view of these changes, it is imperative for SMEs to prioritise their marketing management capabilities in order to improve their business performance. This study upholds the theoretical lens of resource-based view theory. This study examines the relationship between marketing management capabilities and SMEs business performance using SPSS statistical package consuming minimum data of selected 283 SMEs that are involved in the fashion industry from three (3) states in East Coast Malaysia. The results of this study provide important information for SMEs to make better informed decisions in developing the right combination of marketing planning and marketing implementation capabilities to improve their business performance. Further research should also seek to synthesise findings of the above major theoretical frameworks in the context of marketing management capabilities dimensions and business performance of SMEs. The originality of this study lies in learning the geographical impacts of SMEs in the new norm of COVID-19 and challenging the applicability of the resource-based view arguments in this specific context.