Marketing Innovation Systematic Literature Review on Ethiopian SME Business Performance

Abstract

This study used government support programmes as a mediator to examine the relationship between market innovation and SMEs' success in Addis Ababa, Ethiopia. The Schumpeter innovation theory, which also includes the diffusion of innovation theory, expectation theory, absorptive capacity theory, RBV, dynamic capability theory, and R-A theory, was serve as the foundation for the study's meta-analysis. The researcher scanned, eliminated, and included pertinent content using an effect size approach based on a forest and funnel plot. Based on a thorough analysis of the literature, researchers found a link between the Dimension of Innovation and corporate performance. Furthermore The researcher found a connection between the moderation of the government support programme and the SMEs' firms' performance in the market based on the literature that was researched. An exploratory sequential research design was employed to conduct this investigation. Forest plot analysis was used by the researchers to determine the effect size of the examined literature. Additionally, a funnel plot was used to account for publication bias. The study makes an effort to provide a conceptual framework and testable hypotheses based on the available literature. It was discovered that market innovation effect on a success of firm was mediated by government support programmes. Businesses must be encouraged to adopt government support programmes with a moderating influence as a result.