Impact of sustainability strategies on small- and medium-sized enterprises in Zimbabwe
| Date | 09 April 2020 |
| Published date | 09 April 2020 |
| DOI | https://doi.org/10.1108/WJEMSD-10-2019-0079 |
| Pages | 149-163 |
| Author | Donnemore Majukwa,Susan K. Fan,Rocky J. Dwyer |
| Subject Matter | Strategy,Business ethics,Sustainability |
Impact of sustainability strategies
on small- and medium-sized
enterprises in Zimbabwe
Donnemore Majukwa
Malbereign, Harare, Zimbabwe, and
Susan K. Fan and Rocky J. Dwyer
College of Management and Technology, Walden University, Minneapolis,
Minnesota, USA
Abstract
Purpose –This qualitative multiple-case study aims to explore strategies that owners of small- and medium-
sized enterprises (SMEs) in Zimbabwe use to sustain their businesses.
Design/methodology/approach –The participants of this study consistedof owners of SMEs purposefully
selected who were successful in implementing sustainable strategies for over five years. Semi-structured
interviews were conducted with each participant to gain a deeper understanding of their experience in
implementing sustainable strategies for SMEs. The general systems theory, which specifies the relationship
and interaction of a system and its environment, was applied as a framework to explain the sustainability
strategies for SMEs in Zimbabwe.
Findings –Four major themes emerged from data analysis: passion and dedication, quality of products and
services, customer satisfaction and employing staff with the right skills.
Practical implications –This study may lead owners of SMEs to create growth strategies for their
businesses, increase revenue for the country and create long-term job opportunities for the communities.
Originality/value –The findings from the study addressed the gap on the existing literature and contribute
to the body of knowledge on effective business practices, particularly for SMEs in Zimbabwe and other
developing economies. The results of the study could catalyze a positive social change by improving workforce
capabilities, creating awareness of the success of entrepreneurs in Zimbabwe and increasing the interest of
financial institutions in lending to SMEs.
Keywords Sustainability, Strategies, Entrepreneurship, Effective business practices, Small- and medium-
sized enterprises
Paper type Research paper
Introduction
Owners of small- and medium-sized enterprises (SMEs) play an important role in the
sustainable development of emerging economies (Wang, 2016). The owners of most SMEs
control and manage the day-to-day operations of the business. Some business decisions that
owners of SMEs make may affect the potential growth of the business and lead to failure
(Efferin and Hartono, 2015). The owners of SMEs face many challenges to gain profitability
and sustain their businesses. In Zimbabwe, entrepreneur owners of SMEs comprise
approximately 94 percent of business owners, but contribute only 50 percent of the country’s
gross domestic product (Majoni et al., 2016). Entrepreneur owners play an important role in
strengthening Zimbabwe’s economy because they create approximately 60.80 percent of
employment opportunities (Tinarwo, 2016). The owners of SMEs in Zimbabwe operate in a
difficult and uncertain business environment because of the country’s economic instability
(Majukwa et al., 2016). SMEs foster entrepreneurship and do not demand high capital or high
technology, but instead require management skills and knowledge to develop the business
Impact of
sustainability
strategies
149
The authors would like to thank Dr. Donnemore Majukwa for providing the seminal research, which
significantly contributed to development of the paper.
The current issue and full text archive of this journal is available on Emerald Insight at:
https://www.emerald.com/insight/2042-5961.htm
Received 7 October 2019
Revised 1 February 2020
Accepted 23 February 2020
World Journal of
Entrepreneurship, Management
and Sustainable Development
Vol. 16 No. 2, 2020
pp. 149-163
© Emerald Publishing Limited
2042-5961
DOI10.1108/WJEMSD-10-2019-0079
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