| 1 |
Author(s):
Emmanuel Chao1, Nashwat Hamis, Lwako Lubida, Marry Mushi.
Page No : 62-84
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Assessment of How SMEs Clusters are Driving Economic Sustainability
Abstract
SMEs are playing an important role in the national development especially in developing and emerging markets but how they coordinate among themselves is of equal relevance. This study aims at assessing how SMEs clusters are driving the economic sustainability. The specific drivers for economic sustainability which the study investigates are innovation, knowledge spillovers, collaboration, and competitiveness. A mixed methods research design was employed, combining quantitative survey data from 178 SME respondents with qualitative insights from interviews and focus group discussions.
The results from analysis indicated that cluster innovation, cluster knowledge spillover, cluster collaboration and cluster competitiveness had a positive impact on economic sustainability. Further, the study has also shown cluster competitiveness as the strongest predictor of sustainability outcomes, followed by innovation, collaboration, and knowledge spillovers. Qualitative findings reinforced these results, illustrating how SMEs benefit from joint initiatives, shared resources, inter-firm learning, and competitive pressures that drive efficiency and long-term viability.
The study concludes that SME clusters in Tanzania are powerful drivers of economic sustainability, contributing to productivity growth, inclusive development, and environmental responsibility. The findings emphasize the need for supportive policies and institutional frameworks that strengthen cluster networks, foster innovation, and encourage sustainable practices. This research provides both theoretical and practical contributions, offering a framework for understanding cluster dynamics in developing economies and guiding policymakers, cluster managers, and entrepreneurs toward strategies that align competitiveness with sustainable development.
| 2 |
Author(s):
Deborah C. Haule , Joshua Mwakujonga.
Page No : 85-99
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Influence Of Social Media Marketing In Enhancing Brand Awareness: A Case Of The CRDB Plc
Abstract
The study assessed the influence of social media marketing in enhancing brand awareness in Tanzania basing on a case of CRBD Bank. Specifically, the researcher intended to determine social media platforms and contents preferred by the customers, find out the influence of social media engagement in enhancing brand awareness, explore the barriers and challenges preventing effective social media marketing and brand awareness by using the Customer-Based Brand Equity (CBBE) theory. An explanatory research design with a mixed-methods approach was used. The study sample involved 200 respondents, obtained through purposive sampling techniques. Data was collected through a structured questionnaire and interview guide. The quantitative data were analyzed through descriptive statistics and multiple linear regression analysis. The qualitative data were analyzed using content analysis. The findings have shown that Facebook and Instagram are the most preferred platforms to connect with CRDB bank, with entertaining, informative and promotional content most effective in attracting the user's attention. Regression results indicated that active engagement forms such as commenting, subscribing, and sharing significantly enhance brand awareness, whereas passive actions like “likes” showed no significant effect. Major challenges identified include a lack of attractive content, overly promotional messaging, poor customer interaction, inconsistent posting frequency, and limited platform reach. The study concludes that CRDB can strengthen brand awareness by bringing diverse content, prioritizing interactive engagement and expanding its presence across different platforms. Results contribute to academic literature on digital marketing in Tanzania's financial sector and provide practical insight to institutions aimed at customizing brand visibility and social media strategies for customer connections.
Keywords: Social Media Marketing, Brand Awareness, Customer-Based Brand Equity (CBBE) Theory, Social Media Engagement, Content Strategy.
| 3 |
Author(s):
Magreth Mushi.
Page No : 100-117
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ADDRESSING KYC CHALLENGES IN ADVANCING M-PESA: A VODACOM TANZANIA BUSINESS CASE
Abstract
This business case explores Vodacom Tanzania’s struggle to expand its M-Pesa mobile money network due to stringent Know Your Customer (KYC) requirements. CEO Philip Besiimire identifies the main challenge as “onboarding friction,” where bureaucratic and rigid KYC procedures hinder the registration of new agents and merchants, particularly in rural and informal sectors lacking National IDs, Tax Identification Numbers, and business licenses. These barriers result in high abandonment rates, slow network growth, and constrained revenue potential. The traditional paper-based KYC process is highlighted as costly and time-consuming, creating a significant entry hurdle for informal businesses. The study applies Transaction Cost Economics and Information Asymmetry Theory to explain the operational and regulatory impacts of KYC practices. Proposed solutions include a tiered, risk-based KYC system in collaboration with regulators, the adoption of a digital e-KYC platform for real-time verification, enhanced training for agents and merchants, and advocacy for more flexible regulatory approaches. The business case concludes that technology-driven and well-structured compliance can serve as both a growth enabler and a tool for financial inclusion. By implementing these measures, Vodacom can streamline onboarding, expand the M-Pesa network, and support the formalization of Tanzania’s informal economy.
| 4 |
Author(s):
Frida Mugarula.
Page No : 118-133
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Effects Of Mobile Marketing In The Purchase Decision Of Value Added Services. A Case Of Telecommunication Industry In Tanzania
Abstract
This research paper investigates the effects of mobile marketing on value-added service (VAS) purchase decisions in Tanzania's telecommunications industry. With the ever-increasing popularity of mobile phones and the demand for VAS, mobile marketing has emerged as a critical tool for telecommunication companies to effectively engage with their customers. This paper aims to assess mobile marketing's effectiveness, analyze influencing factors of VAS purchase, and identify successful strategies that drive uptake and purchase of VAS. The research employed a quantitative approach, utilizing a structured questionnaire to collect data from 260 Telecom subscribers across Tanzania. The questionnaire covered Respondents’ VAS purchase status, mobile marketing experiences, factors influencing their purchase decisions, and the effectiveness of mobile marketing strategies. Data analysis involved descriptive statistics, and regression analysis using SPSS software.
The study revealed that mobile marketing significantly influences VAS purchases, with effective strategies including clear messaging, audience segmentation, engaging content, timely delivery, and personalization. The regression analysis performed revealed that trust on the benefit of VAS communicated and Personalization have a statistical significant influence on purchase of VAS among studied factors such as data privacy concerns, ad receipt frequency, shedding light on their influence in the effectiveness of mobile marketing in driving VAS purchases.
Key words; Mobile marketing, Value added services, Purchase decision, Telecommunication industry.