The impact of marketing strategies on the overall performance of emerging enterprises: an empirical study of MSMEs in the DRC

Abstract

This study examines the impact of marketing strategies (digital marketing, product differentiation, strategic pricing and distribution channels) on the overall performance of emerging micro, small and medium-sized enterprises (MSMEs) in the Democratic Republic of the Congo (DRC). Drawing on a sample of 250 MSMEs selected in Kinshasa and Lubumbashi, and using econometric modelling via multiple linear regression (MCO), the results reveal a positive and statistically significant relationship between marketing dimensions and overall performance (R² = 0.624). Digital marketing and distribution strategy emerge as the most powerful determinants. The study offers concrete strategic recommendations for business leaders and public decision-makers to stimulate the Congolese economy.

Keywords: Marketing strategies, MSMEs, Overall performance, Emerging economy, DRC, Econometrics.

Received Date: June 19, 2026

Accepted Date: July 10, 2026

Published Date: August 01, 2026

Available Online at: https://www.ijsrisjournal.com/index.php/ojsfiles/article/view/870