PAN-AFRICAN JOURNAL OF BUSINESS MANAGEMENT

Research Productivity and Conceptual Structure of Market Orientation and Competitive Advantage: A Bibliometric Analysis

2025-12-19T02:48:37+00:00

This study examines market orientation (MO) and competitive advantage (CA) publication patterns, most active authors, influential papers, and emerging research concerns. Bibliometric analysis of 420 Scopus publications from 1998 to 2024 revealed research output, key contributors, highly cited works, and conceptual structures. Both Harzing's Publish or Perish and VOSviewer were used for performance and keyword co-occurrence analysis. Overall research output increased in 2013, 2020, and 2024, demonstrating MO's expanding role in CA. Citation analysis identifies notable works, whereas performance analysis highlights prominent authors, institutions, and journals The keyword co-occurrence analysis identified seven thematic clusters: firm performance and innovation capabilities, strategic and entrepreneurial orientations, MO and CA linkages, innovation and market expansion, knowledge and sustainability strategies, organizational culture and SME marketing, and strategic marketing for competitive advantage These clusters demonstrate the field's intellectual structure and how MO, dynamic capabilities, innovation, and strategic alignment maintain competitiveness. Report: MO and CA help firms adapt to difficult environments, innovate, and perform successfully. To compete in dynamic markets, policymakers must combine capability development, information transfer, and sustainability-driven policies.

Factors Affecting Adoption of Sustainable Agriculture Practices in Avocado Production by Smallholder Farmers in Njombe Region

2025-12-19T03:00:13+00:00

Influence of Electronic Human Resource Management on Supporting Staff Job Performance among Selected Tanzanian Public Universities

2025-12-19T03:05:44+00:00

Exploring the Role of Work Engagement in Enhancing Service Quality Through Succession Planning in Tanzania’s Rural Health Facilities

2025-12-19T03:12:30+00:00

The Causal Linkage between Agriculture, Industry, and Service Sectors in Sub-Saharan Africa: Application of Panel CS-ARDL

2025-12-19T03:58:12+00:00

This study examines the relationships among agriculture, service, and industry sectors in Sub-Saharan Africa (SSA) using panel data from 49 countries, drawn from the UNECA database for the period 1980–2023. The CS-ARDL model was employed to assess both short- and long-run linkages. The findings revealed that all sectors experience significant short-run shocks, with negative effects from contemporaneous and early lagged values. In contrast, the significant error correction terms indicate a strong adjustment toward the long-run equilibrium. Agriculture benefits positively and significantly from services and industry in the long run, whereas the long-run effects on these sectors are largely insignificant. Lagged effects reveal delayed intersectoral spillovers, highlighting the potential for sectoral complementarities. At the same time, weak long-run integration underscores the need for policies to strengthen intersectoral linkages and support sustainable structural transformation. The study recommends that policies should focus on strengthening linkages between agriculture, services, and industry, while promoting sectoral diversification and agricultural productivity through technology, infrastructure, and human capital development. Furthermore, short-run shock mitigation measures such as safety nets and market stabilisation are essential to maintain stability and support sustainable long-term growth.

Influence of Brand Awareness, Attitude and Reputation on Performance of Telecommunication Companies in Tanzania: The Moderating Role of Customer Satisfaction

2025-12-19T04:05:24+00:00

Brand performance is vital in competitive, dynamic, developing markets, yet many companies, especially in the telecommunications sector, struggle to convert brand investments into measurable results due to a limited understanding of how brand assets and customer satisfaction interact. This study therefore examines the direct effects of brand awareness, brand attitude, and brand reputation on brand performance, and the moderating role of customer satisfaction. Using stratified and systematic random sampling, data were collected from 314 respondents across Tanzanian telecommunications companies. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed to analyse the data. The results show that both brand awareness, attitude, and reputation have a positive and significant influence on brand performance. Furthermore, customer satisfaction positively moderates the relationship between brand awareness and performance, while no significant moderating effects are found for brand attitude or reputation. These findings highlight the strategic value of brand-specific resources and the conditional role of customer satisfaction in driving brand performance. Theoretical and managerial implications underscore the importance of aligning branding strategies with customer experience initiatives in dynamic, emerging-market environments.

Exploring learning strategies among accounting students undertaking an online program

2025-12-19T04:17:31+00:00

The shift toward online education has transformed the learning landscape for many groups of learners, including accounting students. However, many still struggle to adopt effective strategies suitable for virtual environments. Unlike traditional classrooms, online learning emphasises strong self-regulation, digital literacy, and independent study habits, skills that not all students possess equally. This study explores the learning strategies used by accounting students enrolled in online Bachelor of Business Administration programs. Using a quantitative survey, data were collected from 86 students and analyzed through descriptive statistics, correlation, and regression techniques. The findings reveal that cognitive strategies, resource management, and time management all play a key role in boosting comprehension and academic performance. Of these, resource management had the most significant impact, highlighting the value of collaborative tools and instructor support in fostering self-directed learning. These findings highlight the importance of self-discipline and intrinsic motivation in navigating the flexible structure of online education. The study also provides practical insights for educators to enhance instructional design and student support, ultimately improving the online learning experience for accounting students.

Mediating Role of Intended Performance in the Influence of Electronic Human Resource Management on Supporting Staff Job Performance in Tanzanian Public Universities

2025-12-19T04:21:14+00:00

Borrower Characteristics and the Level of Non-Performing Loans among Saving and Credit Cooperative Societies in Tanzania: Moderating Effects of the Educational Level of Loan Committee Members

2025-12-19T04:35:15+00:00

This study investigates how borrower characteristics influence non-performing loans (NPLs) among 45 SACCOs in Ubungo Municipality from 2017 to 2024. Specifically, the study analyzed the influence of borrowers’ income level, borrowers’ loan purpose, and borrowers’ credit history on NPLs, while also examined the moderating effect of loan committee members’ educational level, covering financial statements and regulatory supervision reports. Descriptive statistics (mean, standard deviation, skewness, and kurtosis) and inferential statistics (Pearson correlation and regression analysis using pooled OLS) were computed using SPSS Version 23, supported by robustness checks. A two-way fixed-effects panel model shows that higher borrower income, productive-purpose loans, and stronger credit histories reduce NPLs, while higher loan-committee education further strengthens these relationships. Policy recommendations include stricter borrower profiling, committee qualification standards, and alignment of repayment schedules with income cycles.

Influence of Financial Management Practices on Performance of Village Community Banks: Empirical Evidence from Arumeru District, Tanzania

2025-12-19T04:39:47+00:00

This study examined the influence of financial management practices on the performance of Village Community Banks (VICOBA) in the Arumeru district. The specific objectives were to assess the influence of financial management practices, particularly cash management, accounting information, and internal control, on the financial performance of VICOBA. An explanatory research design was employed, and data were collected via structured questionnaires administered to 136 respondents from different VICOBA groups. A simple random sampling technique was used to determine the sample size. Descriptive statistics and regression analysis were performed in SPSS to analyse the data. The findings revealed that cash management practices, particularly internal control over accounting information, positively and significantly influenced VICOBA's financial performance. The study concludes that cash management, the accounting system, and internal control played a significant role in improving VICOBA's financial performance in Arumeru district, Tanzania. The study recommends that VICOBA leaders and members strengthen their cash management procedures, maintain proper financial records, and enforce internal control systems to improve efficiency. Policymakers and supporting agencies should provide capacity-building programs, training, and technological support to enhance VICOBA's effectiveness.