Background: Sustainable entrepreneurship has become an essential strategy for tackling environmental deterioration, social inequity and economic instability. In Zimbabwe, where agriculture is pivotal to livelihoods, several small, medium and micro-enterprises (SMMEs) continue to employ unsustainable practices. Notwithstanding the growing worldwide focus on sustainability, context-specific sustainable entrepreneurship frameworks to guide SMMEs in resource-constrained agricultural contexts remain limited. Aim: The objective of this study was to explore the lived experiences of sustainable agricultural SMMEs in Zimbabwe and to formulate a contextually relevant sustainable entrepreneurship framework to facilitate the incorporation of sustainability into their businesses. Setting: The study focused on sustainable agricultural SMMEs operating in Zimbabwe. Methods: A qualitative descriptive design was utilised. A total of 16 sustainable SMMEs were selected using purposive and snowball sampling. Data were collected using in-depth interviews and thematically analysed. Results: The research revealed determinants of sustainable entrepreneurship, including passion, prior knowledge, networking and an innovation orientation. Entrepreneurs identified sustainability-orientated opportunities stemming from environmental issues, market transitions and technical innovations. Nonetheless, considerable obstacles were observed. A sustainable entrepreneurship framework was developed that integrates determinants, opportunity recognition, challenges, strategies and outcomes aligned with the triple bottom line. Conclusion: The developed framework provides systematic guidance for SMMEs seeking to shift towards sustainable entrepreneurship. It improves comprehension of sustainable integration procedures in resource-limited agricultural settings and fosters resilience among entrepreneurs. Contribution: The study presents new literature on sustainable agricultural entrepreneurship by offering an empirically grounded framework tailored to Zimbabwe’s agricultural industry.
Background: Entrepreneurial activity is widely recognised as a key driver of economic growth, innovation and employment; however, comparatively less scholarly attention has been devoted to the subjective well-being (SWB) of entrepreneurs. Existing studies tend to focus either on individual-level determinants or on broader institutional conditions, rarely integrating both perspectives within a single analytical framework. Aim: The aim of this study is to examine how psychosocial and institutional factors jointly shape entrepreneurs’ SWB, measured through life satisfaction. Setting: The study adopts a cross-national perspective, analysing self-employed individuals operating in diverse institutional environments across multiple countries. Methods: Drawing on well-being economics, self-determination theory and institutional theory, the study employs a multilevel empirical approach that accounts for the hierarchical structure of individuals nested within countries. Cross-national survey data on self-employed individuals are combined with country-level indicators of institutional quality and analysed using mixed-effects logistic regression models. Results: The findings indicate that psychosocial factors, including job satisfaction, perceived financial situation, optimism, social trust and self-assessed health, are strong and consistent predictors of entrepreneurs’ life satisfaction. In addition, institutional conditions such as political stability, business freedom, regulatory efficiency and control of corruption exert a significant contextual influence on entrepreneurial well-being. Conclusion: Entrepreneurs’ SWB is shaped by the interaction of individual psychosocial resources and the broader institutional environment. Supportive governance and regulatory frameworks enhance life satisfaction beyond individual-level characteristics alone. Contribution: By integrating micro- and macro-level determinants within a unified multilevel framework, this study advances the entrepreneurship and well-being literature and offers policy-relevant insights for fostering sustainable and supportive entrepreneurial ecosystems.
Background: In a volatility, uncertainty, complexity and ambiguity (VUCA) business environment, the survival of small, medium and microenterprises (SMMEs) depends on adopting adaptive, customer-focused marketing strategies. Aim: This study explores the perceptions of SMME owners or managers in South Africa’s beauty industry regarding the use of social media advertising platforms for business survival. Setting: The research focused on SMME owners and managers within the South African beauty industry. Methods: Guided by the 4Cs Marketing Mix (Customer needs, Cost, Convenience and Communication) and the customer experience framework, this qualitative study engaged 15 SMME participants through semi-structured interviews to examine how social media enhances customer experience and operational resilience. Results: Findings show that platforms such as WhatsApp, Instagram and TikTok provide advantages in ensuring convenience and enabling effective, real-time communication. Participants highlighted automated messaging, digital catalogues, direct messaging and influencer marketing as cost-effective tools for customer engagement and service delivery. These practices align with the 4Cs and customer experience framework, showing how SMMEs can meet consumer expectations, reduce costs and remain relevant in a changing digital marketplace. Conclusion: The findings suggest that using the 4Cs Marketing Mix and customer experience through social media can improve brand visibility, customer loyalty and long-term survival of SMMEs in a VUCA environment. Contribution: This study adds to limited literature on digital advertising in the SMME sector by highlighting the role of customer experience in advertising.
Background: Small, medium and micro enterprises (SMMEs) in the public sector construction are constrained by limited access to large-scale contracts, insufficient capital, and skills development barriers, this mostly being a result of traditional procurement policies that tend to favour established companies. This has limited SMME participation and exacerbated socio-economic inequalities. Aim: This study explored how innovative procurement policies can enhance SMME participation in the construction sector, thereby promoting inclusive socio-economic growth and sustainability. Setting: The research focused on the construction industry in KwaZulu-Natal province, South Africa, examining experiences of contractors and government officials involved in public procurement processes. Methods: A phenomenological design was adopted using semi-structured interviews. Data were analysed through interpretative phenomenological analysis. The study was informed by innovation diffusion and inclusive growth frameworks to examine how innovative procurement policies enhance SMME participation in South Africa’s construction sector. Results: The study found that existing procurement policies create barriers for SMMEs due to complex compliance processes, limited access to finance, and the dominance of large firms. Findings indicate that innovative procurement approaches such as e-tendering platforms, preferential scoring, and mandated joint ventures, have the potential of improving SMME participation in public sector construction. Conclusion: Innovative procurement policies can significantly enhance SMME participation and contribute to a more sustainable, inclusive construction sector. However, systemic barriers remain and require policy and governance reforms. Contribution: The study offers practical recommendations for designing procurement policies that drive sustainable socio-economic growth through SMME empowerment in the South African construction industry.
Background: Businesses of all types experienced the devastating blow of COVID-19 pandemic. However, the impact was disproportionate – with closure of some businesses at the onset of the pandemic, others endured for a few months, whereas some survived. The factors underpinning disparities in business closures across firm sizes and sectors remain underexplored in the literature. Aim: The purpose of this study is to investigate the disparities in business closures in South Africa during the pandemic. Setting: This study focuses on businesses operating after the outbreak of COVID-19 pandemic. Methods: This study employs descriptive and logistic regression analyses using Enterprise Survey data from the World Bank. Business closure was modelled as quarter-specific binary outcomes using separate logistic regressions. Results: Findings show that small businesses were significantly more likely to close than medium and large ones, with closure disparities of 8% in 2nd quarter, 88% in 3rd quarter, and 5% in 4th quarter based on estimated marginal effects from the logistic regression models. Managerial experience reduced closures in 2nd and 3rd quarter, while critical thinking and skilled workforce had negative effects on closure likelihood, especially in 3rd quarter. Temporary workers have a positive impact on business closure in the 2nd quarter and a negative impact in the 4th quarter. Conclusion: Small-sized firms are more vulnerable to closure than medium-large sized firms in crises such as the COVID-19 pandemic. Business closure disparity refers to differences in closure probabilities across firms, estimated using quarter-specific binary logistic regressions. Statistically significant determinants of business closure disparity included skilled workers, female workers and industry factors, with these factors having varying impacts depending on firm size. Contribution: The study has deepened understanding of business resilience factors in times of crisis, targeted policy intervention, support business resilience in the wake of the pandemic and ensure preparedness for any unforeseen.
Background: Entrepreneurial resilience is vital for sustaining businesses in fragile and resource-constrained environments, yet the cognitive and strategic pathways that foster it remain underexplored. Whilst the Psychological Capital (PsyCap) framework highlights traits such as hope, self-efficacy and optimism, recent perspectives suggest resilience is better understood as an outcome shaped by these traits and strategic capabilities. Aim: This study investigates how business acumen mediates the relationship between entrepreneurial mindset and resilience among youth entrepreneurs in The Gambia. Setting: The study was conducted in The Gambia, focusing on young entrepreneurs affiliated with national entrepreneurship institutions, operating in low-resource and high-uncertainty conditions. Methods: Using a cross-sectional quantitative survey, data were collected from 203 young entrepreneurs selected through stratified random sampling. Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to test the hypothesised model, guided by the Resilient Entrepreneurial Mindset Integration (REMI) Model. Results: Entrepreneurial mindset significantly predicted both business acumen and resilience. Business acumen partially mediated the relationship between entrepreneurial mindset and resilience, with a Variance Accounted For (VAF) of 32.2% and an R2 of 0.749 for resilience. Conclusion: Entrepreneurial mindset directly influences resilience and indirectly does so via business acumen, confirming that mindset alone is insufficient without corresponding strategic capability. Contribution: The study reconceptualises resilience as an outcome rather than a trait within the PsyCap theory, validates a specific pathway in the REMI model, and provides actionable insights for entrepreneurship education and policy in fragile African entrepreneurial ecosystems.
Background: The business environment for small and medium-sized enterprises (SMEs) in Lesotho faces several challenges, such as weak regulatory frameworks and inconsistent policy implementation. Approximately 85% of imports come from South Africa, creating a significant trade imbalance. This trade deficit hinders local business growth and makes it challenging for SMEs to thrive. Aim: The study intended to investigate stakeholders’ perceptions of how government policies affect the business environment for SMEs in Lesotho. Setting: The study was conducted in Lesotho and focuses on SMEs in Maseru, Leribe, Berea and Mafeteng districts. Methods: This qualitative study used a phenomenological approach to explore how government policies affect the business environment for SMEs in Lesotho. Data were collected through semi-structured interviews and document analysis from 46 participants across various stakeholder groups and thematically analysed by using ATLAS.ti Results: The findings indicated that broad-based policies, including those related to licensing, taxation and financing, continue to hinder the development and formalisation of SMEs in Lesotho. Conclusion: The study concluded that government policies and regulations play a pivotal role in shaping a business environment conducive to SMEs. Contribution: This study contributes to the academic understanding of SME development by exploring stakeholder perspectives of the impact of government policies on SMEs in Lesotho. It reveals how policy implementation issues influence SME practices and identifies contextual factors affecting their success, such as a lack of incentives. It connects the literature on the effectiveness of regulations and empirical findings, thereby offering practical and theoretical guidance in developing SME-tailored support strategies.
Background: Youth unemployment continues to pose a serious socio-economic challenge in South Africa, especially within township areas. Promoting entrepreneurship has emerged as a key strategy to enhance economic participation and self-employment opportunities among the youth. Aim: The purpose of this study is to examine the extent to which personal attitudes (PA), social influence (subjective norms [SN]) and perceived behavioural control (PBC) shape entrepreneurial intentions (EIs) among unemployed young people. Setting: The study was conducted in Mdantsane Township, located in the Eastern Cape province. Method: The study employed a cross-sectional quantitative research approach, involving a purposive sample of 248 unemployed youth. Data were gathered using a structured and validated questionnaire informed by the Theory of Planned Behaviour (TPB). The results were analysed through confirmatory factor analysis (CFA) and structural equation modelling (SEM). Results: The results show that PA (β = 0.388, p = 0.023) and PBC (β = 0.364, p = 0.004) significantly predicted EI, indicating that positive perceptions and confidence in one’s ability are strong drivers of intention. However, SN (β = 0.258, p = 0.103) did not have a significant effect, suggesting that social pressure plays a limited role in shaping EI in this context. Conclusion: Personal attitude and PBC significantly influence intention. Entrepreneurship programmes should therefore focus on enhancing youth self-efficacy and control perceptions while addressing structural barriers that limit agency. Contribution: The TPB framework effectively explains EIs among unemployed youth in Mdantsane Township.
Background: A business incubator’s main goal is to produce successful firms that will leave the programme financially viable and freestanding. Incubator graduates have the potential to create jobs, revitalise neighbourhoods, commercialise new technologies and strengthen local and national economies. Aim: This study aimed to investigate the influence of business incubation and to develop a theoretically grounded and practically applicable framework that will address the business incubation process and service gaps identified during and after business incubation. Setting: The population for this study was Gauteng-based entrepreneurs who have graduated or exited business incubation programmes, as well as incubation managers, mentors and programme developers. Methods: A qualitative, inductive case study research design was used to gain a deeper understanding of the role played by business incubators and to what extent they were successful in enabling growth and sustainability. Results: The provision of a structured business incubation mentoring and coaching approach enhanced the incubatees’ business development skills and their confidence to position themselves in the market. Despite the many challenges that post-incubatees face outside an incubation programme, incubatees have marginally managed to find ways of ensuring the continued existence of their businesses. Conclusion: Incubators enabled nascent entrepreneurs to develop and grow their businesses in the market post-incubation. Incubators are still limited in the provision of highly skilled industry mentors, and acquiring funding is a challenge for post-incubatees. Contribution: A theoretical and practical gap was filled in understanding the influence of a business incubation process once entrepreneurs have graduated from the programme, as per the case of post-incubatees in the Gauteng province.
This Table of Contents reflects the print compilation of peer-reviewed articles published in the journal. Each article listed was originally published online under the journal’s open access model and remains individually accessible and citable. This compilation has been created solely for print distribution, reference, and archival purposes. No new research content is introduced. The publisher affirms that all articles included in this compilation have undergone the journal’s standard editorial and peer-review processes.
Background: Entrepreneurship has emerged as a vital driver of economic growth and a key strategy for creating jobs in most developing countries. The South African government also believes that entrepreneurship can help address challenges such as youth unemployment. As such, identifying factors that can enhance the entrepreneurial intention and behaviour among the youth becomes vital. Aim: This study aimed to assess whether entrepreneurial intention positively predicts entrepreneurial behaviour (EB) among students. Additionally, the study tested whether entrepreneurial role models moderate this relationship. Setting: This study was conducted using students at a South African university. Methods: The study collected quantitative data using a self-administered questionnaire. A sample size of 361 university students was recruited using convenience sampling. The data were analysed using partial least square structural equation modelling (SMART-PLS 4 software). Results: It was established that entrepreneurial intention positively predicts actual behaviour. Surprisingly, only one of the four hypothesised role models (i.e. successful entrepreneurs) was a significant moderator in the relationship between entrepreneurial intention and actual behaviour. Conclusion: This study provides empirical evidence that successful entrepreneurial role models are a necessary boundary condition that can help students transition from entrepreneurial intention to actual EB, which is crucial for new venture creation. Contribution: The findings can guide universities and educators in integrating experiential entrepreneurship programmes and mentorship opportunities into the curriculum, particularly those involving successful entrepreneurs as guest lecturers, mentors or advisers, as these were found to be useful in this study.
Background: Micro, small and medium enterprises (MSMEs) are vital to Indonesia’s economy but remain vulnerable to global competition, economic shocks and digital disruption, challenges intensified by the coronavirus disease 2019 crisis. Aim: This study aims to develop an integrated model to enhance MSME resilience by synergising competitiveness and technological innovation, with entrepreneurial orientation (EO) as a mediating factor. Setting: The research was conducted in Makassar City, Indonesia, involving digitally adaptive MSMEs across various sectors. Methods: A mixed-methods approach was employed, combining quantitative analysis through structural equation modelling–partial least squares based on responses from 200 MSMEs and qualitative data from interviews and focus group discussions with 10 key informants. Seventeen questionnaire items were used to measure four constructs: competitiveness, technological innovation, EO and business resilience. Results: Competitiveness significantly enhances business resilience, while technological innovation influences it indirectly through EO. Both competitiveness and innovation strengthen EO, which positively impacts resilience. Qualitative findings highlight proactive mindsets, risk-taking and digital adaptability as key to sustainability. Conclusion: Micro, small and medium enterprise resilience relies not only on competitiveness or technology adoption but also on EO that transforms these resources into adaptive strategies. Contribution: This study enriches strategic entrepreneurship literature by validating an integrative model and offering policy insights to foster entrepreneurial capability and technology adoption.
Background: A substantial body of research supports the notion that small- and medium-sized enterprises (SMEs) play a crucial role in promoting job creation. Small- and medium-sized enterprises in South Africa, however, do not create as many jobs as expected despite several government programmes and interventions aimed at assisting them in achieving this national goal. Aim: This study aimed to determine which elements of human capital–general or specific–have the most influence on SME job creation. Setting: The scope of this research is limited to entrepreneurs who own SMEs that employ fewer than 201 employees and are based in South Africa. Methods: This study employed a quantitative cross-sectional design. Data were collected through an online survey using random sampling, resulting in a sample size of 297. Ordered logistic regression analysis was conducted to test the study hypotheses. Results: The findings showed that applied prior work experience and experience similar with the current business have the most influence on SME job creation. Conversely, technical training and prior experience in unrelated work negatively influence job creation. Conclusion: These insights underscore the importance of intentional career planning during employment to ensure that accumulated experience supports future entrepreneurial ventures and enhances job creation potential. Contribution: The study contributes to entrepreneurial development by highlighting the practical value of gaining relevant work or industry experience through employment before starting a business, as a means to enhance job creation outcomes.
Background: The retirement system in South Africa faces numerous challenges, particularly with safeguarding and managing retirement funds. Self-employed individuals (SEIs) do not have access to occupational funds, encounter unique challenges and circumstances and experience difficulties in retirement planning. Aim: The objectives are to examine SEIs’ perceptions, attitudes and behaviours towards retirement planning, focusing on their awareness of retirement planning strategies, assess their approaches to saving for the future, and identify key obstacles and hurdles that SEIs encounter when planning retirement. Setting: This study investigates the retirement planning difficulties and behaviours of SEIs in South Africa, specifically within a defined age range and income bracket. Methods: This qualitative study, employing a constructivist perspective and semi-structured interviews conducted via Microsoft Teams, explored the retirement planning of South African SEIs. ATLAS.ti was used to analyse interview data, inductively generating insights to refine retirement planning theories. Results: Self-employed individuals encounter considerable obstacles in retirement planning, attributed to variables such as unstable income, restricted access to retirement products and financial illiteracy. Most participants indicated difficulties in maintaining consistent savings and prioritising long-term retirement objectives. Conclusion: The challenges experienced may result in insufficient funds and a diminished quality of life after retirement. To resolve these challenges, it is essential to offer customised financial education and assistance specifically geared to SEIs. Contribution: This research addresses a critical literature deficiency by providing practical insights into South African self-employed retirement planning. Its findings are relevant for policymakers and financial entities.
Background: Despite family businesses being the dominant form of business in South Africa, more than 60% of family businesses fail before the second-generation family members assume responsibility for the business. Current literature highlights that most family businesses in South Africa struggle to access credit from formal financial institutions. Aim: This study explores the financing of family businesses in South Africa from a supply-side perspective. Setting: The study explores how formal financial institutions (FFIs) perceive investing in family businesses, how the FFIs assess credit applications from family businesses and the challenges faced by the FFIs in providing credit to family businesses in South Africa. Methods: The study objectives were achieved through the application of a qualitative research design using an interpretivistic research paradigm. Implementing the five-step process of content analysis defined by Terre Blanche, Durrheim and Kelly, data were collected from 16 credit and business managers at head offices of eight formal financial institutions using purposive sampling and analysed. Results: The findings revealed that FFIs are very supportive when it comes to providing credit to family businesses that meet the lending criteria. Equity contribution, collateral, credit profile and audited financial statements are critical to family business financing. Conclusion: As the most dominant form of business, financing family businesses presents a good investment opportunity for most FFIs. However, FFIs also face many challenges when considering investing in family businesses. Contribution: This study provided insights on how FFIs perceived investing in family businesses, the credit criteria used by FFIs to assess credit applications, and the challenges faced by FFIs in providing credit to family businesses in South Africa. Additionally, using qualitative research design further contributed from a methodological perspectives to the literature on family business financing in South Africa.
Background: In recent years, the sharing economy (SE) has garnered increasing attention for its potential to enable businesses to access resources that would otherwise be difficult or costly to acquire. This is expected to be particularly beneficial for startups that face resource constraints. Aim: This research aimed to explore how the SE principles can be applied to help startups gain access to resources for prototype development, testing and verification. Setting: This study investigated how two empirical cases (one in South Africa and another in Norway) apply the SE principles to provide startups with access to resources for prototype development, testing and verification. Methods: This study employed an embedded multiple case study design, drawing on indepth interviews with key actors associated with the two cases. Interview data were combined with additional data sources, including field visits, observations and secondary data. Results: The research findings demonstrate how the SE principles can be applied to enable startups to access both tangible (e.g. specialised prototyping and test equipment) and intangible resources (e.g. technical and market knowledge, networks and pilot customers) through centralised resource pools and peer-to-peer intermediation. Conclusion: The significance of hands-on engagement with startups is emphasised, as intangible resources (e.g. technical and industry knowledge) are shown to be necessary to facilitate the sharing of tangible resources (e.g. specialised equipment). Contribution: This study contributes to the growing body of knowledge on the SE, particularly in the context where startups participate in the SE as resource users.
Background: Increasingly, there is a determined effort to understand the actions, behaviours and decision logics that drive the performance of entrepreneurial ventures (EV). This study provides insight into the interplay between effectual flexibility (EF), absorptive capacity (AC), and venture performance (VP). Aim: The study aims to understand the relationship that exists between the flexibility principle of effectuation and VP as well as the interfering impact of AC in a moderating and/or mediating role. Setting: The data used for the study were collected from EV operating in various sectors in South Africa. Methods: Using data drawn from a sample of 685 EV, a partial least squared structural equation modelling (PLS-SEM) technique was employed to examine the significance of the relationship between the key variables in the study. Results: The results reveal that EF has a positively significant relationship with VP. While there was no support for moderating effects on this relationship, the findings confirmed that AC has partial and complementary mediating effects on the relationship. Conclusion: The findings suggest that EF enables EV to adapt in dynamic contexts while cocreating opportunities to achieve performance. The nuanced outcome supports the notion that EF and AC are distinct but complementary capabilities. Contribution: This study contributes to the broader entrepreneurship landscape as it highlights that EF and AC are synergistic rather than interdependent capabilities. This means that ventures do benefit from both, but one does not rely on the other to function effectively.
Background: Despite the increasing value of FinTech in emerging markets, empirical research pertaining specifically to South Africa’s small and medium enterprises (SME) sector remains scant. Consequently, this quantitative study explores factors affecting the adoption of financial technology (FinTech) solutions by SMEs in South Africa and also interrogates the relationship between FinTech adoption and organisational performance. Aim: The purpose of the study was to investigate factors affecting adoption of FinTech by SMEs in South Africa and the relationship between FinTech adoption and organisational performance. Setting: Leveraging the technology acceptance model (TAM), the study interrogated the nexus of the constructs of perceived usefulness, perceived ease of use, FinTech adoption and organisational performance of SMEs. Methods: Data were collected from a purposive sample of 1036 respondents across the country and were analysed using structural equation modelling (SEM), among other statistical tools. Results: Results obtained revealed that both perceived usefulness and perceived ease of use significantly affect FinTech adoption, which subsequently was shown to positively affect organisational performance. Conclusion: The findings of the current study affirm that the TAM offers a veritable framework for comprehending FinTech adoption, with perceived usefulness and perceived ease of use as pivotal elements, and further illustrate that FinTech adoption substantially enhances organisational performance among the studied SMEs in South Africa. Contribution: Instructively, the research enhances the theoretical comprehension of technology adoption and provides practical insights for policymakers, FinTech developers and SMEs, highlighting the necessity for user-centric and value-oriented solutions in the FinTech sector.
Background: It is important to comprehend the dynamics of entrepreneurship and technological readiness in order to establish a technology-based entrepreneurial environmental system. Technology plays a role in the enhancement of success, the promotion of innovation and the facilitation of market development. Aim: This study aims to predict the relationship between entrepreneurial technology readiness (ETR) and entrepreneurial commitment (EC) among college students. Setting: Data were collected using a questionnaire administered to 409 students who had completed entrepreneurship education. The school provided time to complete the administration and data collection process. Methods: This study used smart-partial least squares (PLS) statistical analysis to analyse the predictive relationship between two constructs: ETR and EC. The ETR scale consists of 13 items that assess four dimensions: optimism, innovativeness, insecurity and discomfort. In contrast, the EC scale features 51 items constructed into affective, normative and continuance commitment dimensions. Results: The results showed that technological readiness can predict EC among college students. This knowledge can help universities and governments focus on aspects of technological readiness to improve business success. In addition, it helps government decision-making by emphasising the importance of technological readiness in education. Conclusion: This study found that ETR enhances student EC. These findings show that entrepreneurship education should include technical willingness to more effectively prepare students for real-world business difficulties and digital innovation. Contribution: This study emphasises the importance of entrepreneurship literature and its practical implications for educational institutions in implementing technology-supported entrepreneurship education programmes.
Background: Digital marketing and market entry agility play crucial roles in enhancing marketing performance, particularly for micro and small enterprises (MSEs). However, the moderating role of innovation capability in these relationships requires further investigation. Aim: This study explores the influence of digital marketing and market entry agility on the marketing performance of Pontianak’s culinary MSEs. It also examines whether innovation capability moderates these relationships. Setting: This study focuses on Pontianak’s culinary MSEs. Methods: Data were collected from 100 culinary MSE entrepreneurs in Pontianak using stratified non-proportional and cluster sampling techniques, followed by non-probability sampling. Questionnaires were distributed directly to respondents, and results were analysed using partial least squares structural equation modelling. Results: Digital marketing and market entry agility enhance marketing performance. Market entry agility mediates the relationship between digital marketing and marketing performance. However, innovation capability does not statistically moderate these relationships. Conclusion: Pontianak culinary MSEs should prioritise digital marketing strategies and improve market entry agility to enhance their marketing performance. Addressing gaps in innovation capabilities could further bolster their competitiveness. Contribution: This study highlights the importance of digital marketing and market entry agility as drivers of marketing performance. It provides actionable insights for policymakers and entrepreneurs in fostering MSE growth through tailored digital strategies.
