CHANGE MANAGEMENT AND ENTREPRENEURIAL MARKETING SUCCESS: CONCEPTUAL DIAGNOSIS AND PRESCRIPTIONS FOR FARMERS IN DEVELOPING NATIONS.

Abstract

This study investigated the relationship between change management and entrepreneurial marketing success, conceptual diagnosis and prescriptions for farmers in developing nations. The study’s methodology is content analysis with systematic literature review. The theoretical underpinning for this study is the technology acceptance model. The concept of change management is the ability of management and employees to develop strategies so as to adapt to emerging changes within the organization and the external business environment. These changes may come in the form of new inventions’/innovations, new business processes and technologies. Entrepreneurial marketing success is the progress experienced by the entrepreneur or business organizations in the light of known financial and non-financial measures. These entrepreneurial marketing success variables are market share growth, sales growth, profit growth, customer retention, employee retention, business expansion and shareholders’ value maximization. Empirical studies of literature revealed a strong positive influence of change management on entrepreneurial marketing performance which is highly supported with studies. Thus, change management at work, positively and significantly improves entrepreneurial marketing success in a context specific of farmers in developing nations. The study concludes that, change management embraced by farmers at work, enhances their entrepreneurial marketing performance. We therefore recommend that, farmers in developing nations should embrace emerging change in the global agricultural food supply chain in the form of new technologies, modern farm machinery augmented with training of workforce. This will significantly improve the entrepreneurial marketing and business success of farmers in developing nations.