Dimensions of Entrepreneurial Marketing Skills that drive SMEs average annual sales performance within the context of Ghana

Abstract

This study examines the dimensions of entrepreneurial marketing (EM) skills that drive average annual sales. Anchored in the Resource-Based View and entrepreneurial marketing theory, it investigates how specific EM skill dimensions (surveying skills, marketing communication skills, technology savviness, marketing planning skills, and collaborative skills) contribute to average annual sales performance. The study adopts a cross-sectional explanatory quantitative research design. Using simple random sampling technique, data were collected from 370 SMEs operating in the Greater Accra Metropolis using structured questionnaires. Descriptive statistics and multiple regression analysis were employed to examine the data. The study examined five hypotheses on entrepreneurial marketing skills' impact on SME sales. The strongest positive predictor was Technology Savvy followed by Surveying Skills which had a small but significant effect, supporting H1 and H3 respectively. Marketing Planning Skills had significant negative correlation with the response variable, which was not in line with H4. Marketing Communication Skills and Collaborative Skills were non-significant, rejecting H2 and H5 respectively. The study partially confirms RBV as Technology Savvy and Surveying Skills have positive impacts on SME sales, and Marketing Planning Skills have a negative impact. Marketing Communication and Collaborative Skills are non-significant and challenge some of the universal assumptions and point to the fact that contextual factors may have an impact on competency-performance relationships in Ghanaian SMEs. SME owners and managers should prioritize digital capabilities, real-time market intelligence, and opportunity-driven decision-making to enhance average annual sales. Emphasis should be placed on flexible and adaptive marketing practices rather than rigid planning structures.