Navigating marketing competencies in the post-pandemic landscape: An integrated omnichannel framework of resource-based view theory, marketing strategy, and firm performance

Date of Publication

8-10-2024

Document Type

Dissertation

Degree Name

Doctor of Philosophy in Business

Subject Categories

Business

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Thesis Advisor

Dr. Reynaldo A. Bautista Jr.

Defense Panel Chair

Dr. Luz Suplico-Jeong

Defense Panel Member

Dr. Manuel Tanpoco
Dr. Rayan P. Dui
Dr. Ruth Angelie Cruz
Dr. Arlyn Santos Tumala

Abstract (English)

This mixed-methods dissertation proposal outlines a convergent parallel research design to investigate how micro, small, and medium enterprises (MSMEs) engaged in food retail in Metro Manila navigate their marketing competencies in the post-pandemic landscape. The quantitative strand was identified through a survey questionnaire that collected data from 434 MSMEs focusing on the firm’s marketing resources (MR), marketing competencies (MC), learning and innovation (LIC), marketing strategy formulation and execution (MSFE), and firm performance. The qualitative strand highlighted in-depth interviews with 25 MSME owners and entrepreneurs to gain deeper insights into their marketing practices. An integrated omnichannel framework was proposed, unifying the Resource-Based View (RBV) theory, Marketing Strategy (MS), and Firm Performance (FP) as a guide for MSME’s favorable performance.

Both quantitative and qualitative data were collected concurrently and then merged for analysis and interpretation. The quantitative results provided generalizable findings on relationships between key constructs, while the qualitative data elucidated participants' experiences. This mixed-methods approach provided a comprehensive understanding of MSME’s marketing competencies and strategies, especially those in the food business.

Results enable MSMEs to develop effective omnichannel marketing strategies to enhance performance through an integrated omnichannel framework. By identifying capability-enhancing

avenues, the strategically converged analysis empowers food retail MSMEs to recalibrate competencies and strategies, boosting customer experience, profitability, and continuity amid external disruption. thereby bridging research with practice to inform policy and shed light on paths to recovery.

Abstract Format

html

Abstract (Filipino)

None

Abstract Format

html

Language

English

Format

Electronic

Keywords

Marketing

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Embargo Period

8-16-2024

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