Effect of covid 19 pandemic on market turbulence and performance of smes. The moderating role of firm innovativeness. A case study of kasoa municipality
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Date
2023
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KNUST
Abstract
Crunches in business are intricated which influences both short-term and long-term performance if not given immediate attention. The study is on effect of covid 19 pandemic on market turbulence and performance of smes. The moderating role of firm innovativeness. The study seeks to examine the relationship between covid-19 on market turbulence, assess the impact of covid-19 pandemic on sme’s performance, evaluate the moderating role of firm innovativeness on the relationship between covid-19, and smes performance and to evaluate the moderating role of firm innovativeness on the relationship between covid-19, and market turbulence. V the study was a deductive research approach and quantitative research method with the descriptive research design. The research used convenient sampling techniques to select respondents. Likert scales questionnaire was used to collect primary data from respondents with the use of spss for analysis. The findings revealed that there is a connection among covid-19 pandemic and market turbulence. It is determined that market turbulence had an influence to covid-19 pandemic. The correlation coefficient shows that there is a significant and a strong positive relationship between covid-19 and market turbulence. Also, there is a connection among covid-19 pandemic and smes performance. Covid-19 pandemic have an influence on smes performance. The correlation coefficient shows that there is a significant and a strong negative relationship between covid-19 and smes performance. Again, there is a moderation effect of firm innovativeness on the affiliation between covid-19 and smes performance whiles firm innovativeness moderation on the effect of among covid-19 and market turbulence.
Description
A thesis submitted to the department of marketing and corporate strategy of the school of business, Kwame Nkrumah university of science and technology, Kumasi in partial fulfilment of the requirements for award of masters of science marketing