This paper looked at the predictive role of marketing innovation management in the performance of micro, small and medium enterprises in Nairobi. Despite their importance to the economy, in Kenya face many challenges, which have caused most of them to fail to graduate into large enterprises. A major reason for this massive failure is a diminishing market base caused by a growing number of competitors struggling to share an increasingly smaller share of the market. Most firms are no longer willing to come up with bold innovations and prefer to stick to minor adjustments barely distinguishing themselves from the competition. Such minor improvements do not add much value, and are not adequate Download
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