Entrepreneurial Marketing Strategies and Perfomance of Micro, Small, and Medium Enterprises Performance in Tharaka Nithi County, Kenya

Abstract

Entrepreneurial marketing strategy is associated with the use of innovative and opportunity-driven tactics that enable micro, small and medium enterprises (MSMEs) to achieve profitability and enhance competitiveness. However, Kenyan MSMEs experience challenges such as financial constraints, regulatory barriers and inadequate marketing tactics which hinder performance outcomes. This study examined the effect of entrepreneurial marketing strategies on the performance of MSMEs in Tharaka Nithi County. Specifically, it sought to; examine the extent to which entrepreneurial strategies were adopted by MSMEs in Tharaka Nithi County, assess the performance of MSMEs in Tharaka Nithi County and determine the effect of entrepreneurial marketing strategies on performance of MSMEs. Guided by the Resource Advantage, Dynamic Capability, and Entrepreneurial Orientation theories, the study adopted a descriptive research design and targeted 8,526 licensed MSMEs, with a sample of 382 owners and managers selected using Slovin’s formula. Data was collected through structured questionnaires and analyzed using IBM SPSS. The results showed that MSMEs primarily adopted buzz and viral marketing strategies (Mean = 3.18, Std. Dev. = 1.127), which significantly enhanced competitiveness, profitability, and growth. Regression analysis indicated that entrepreneurial marketing strategies accounted for 39.9% of the variation in MSME performance (R² = 0.399, p < 0.001). The study concluded that entrepreneurial marketing was essential in ensuring MSME sustainability in a dynamic market environment and recommends that MSMEs increase their awareness and use of innovative marketing approaches. Future research should focus on the moderating effects of financial, institutional and technological support.