Corpus ID: 6468974

The Impact of Marketing (versus Finance) Skills on Firm Performance: Evidence from a Randomized Controlled Trial in South Africa

  title={The Impact of Marketing (versus Finance) Skills on Firm Performance: Evidence from a Randomized Controlled Trial in South Africa},
  author={Stephen Anderson-Macdonald and Rajesh Chandy and Bilal Zia and Muhammad Yunus and Nobel Laureate},
This research seeks to address a significant constraint to performance among businesses in emerging markets: marketing skills. Improvements in marketing skills offer the possibility of increased growth and prosperity, however, there exists substantial evidence that it is not abundant among small businesses. We present evidence from the first randomized controlled trial to examine the impact of marketing skills, relative to finance skills, on firm performance. The empirical setting of the study… Expand
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