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Agro-processors are important to economies of developing countries as they help create jobs, alleviate poverty and improve food security. These goals are important for Zimbabwe – a country ranked among the poorest countries in the world. However, small to medium sized agro-processors face marketing challenges, especially in the digital environment. The challenges are mainly due to limited digital marketing resources and capabilities as witnessed by poor website design, and low visibility in trending social media platforms. As such, marketing costs remain high, yet digital marketing provides an opportunity to cut costs, increase visibility, improve customer relationships, offer enhanced market sensing, and increase customer convenience. In view of these possible contributions, this paper sought to establish whether possession of certain digital marketing resources and capabilities can improve agro-processors’ market performance. This is important because marketing is contextual, theories and concepts that apply in developed markets are not easily applicable to developing countries. As such, a new set of skills and knowledge is required. This paper contributes to literature on resource-based view, marketing capability, subsistence marketing, and marketing performance. To achieve that, the researchers reviewed and developed a conceptual model using literature on digital marketing, marketing resources, capabilities and market performance. The model and paper at large are original in that it takes a digital marketing and developing country perspective. Extant literature in Zimbabwe lacks an explanation to the impact of digital marketing resources, and capabilities on market performance of agro-processors. The study implies that different markets and contexts require different knowledge and skills; as such, researchers must test existing and new frameworks in different environments to develop relevant knowledge. Corresponding author: More Chinakidzwa Email addresses for the corresponding author: more.chinaz@gmail.com First submission received: 23rd July 2019 Revised submission received: 9th September 2019 Accepted: 5th November 2019 Introduction We cannot ignore the strategic importance of digital marketing resources and capabilities in this challenging digital environment. This is so because, digital marketing, which is the application of digital technologies to achieve marketing objectives (Chaffey & Smith, 2017) requires new set of skills and knowledge (Wymbs, 2011) since marketers cannot easily apply traditional marketing approaches to the digital environment. Agro-processors can thus immensely benefit from this new set of skills and knowledge. An agro-processor is a firm that ‘processes raw materials and intermediate products derived from agriculture, forestry and fisheries’ (Food and Agriculture Organisation (FAO), 1999). The agroprocessing value chain includes processes after harvesting until product reaches final consumer (Mhazo, Mvumi, Nyakudya & Nazare, 2012) as such different levels and classifications of agro-processors exist. Mhazo, et al., (2012) classified agro-processors into primary and secondary processors. Primary processing mainly occurs at the farm and involves making produce ready for storage, marketing or further processing. Secondary agro-processing involves more value addition to original products, with entire change to the product giving high market value (Mhazo, et al., 2012). This classification contradicts Thindisa (nd) cited by Rambe, (2018) who differentiated agro-processing from value addition. According to Thindisa (nd) agro-processing involves change in state or form whilst value addition is anything that Journal of Business and Retail Management Research (JBRMR), Vol. 14 Issue 2 April 2020 www.jbrmr.com A Journal of the Centre for Business & Economic Research (CBER) 2 gives more value to a product. Accordingly, we cannot classify harvesting and packaging of fruits and vegetables into agro-processing but value addition. However, FAO, (1999) classify "fresh" fruits and vegetables as processed goods undergoing sophisticated operations in collection, quality control, packaging, storage, refrigeration and transport”. FAO (1999) further provides another classification of upstream and downstream processors. Upstream processors engage in initial processing such as flour milling whilst downstream processors further manufacture products from the initial stage. The FAO (1999) perspective neglect some of the initial processing that occur immediately after harvesting such as shelling which Mhazo, et al., (2012) clearly spelt out. As such, this study considers upstream processors to be involved in initial processing such as milling, oil pressing but excludes farm activities such as drying and shelling. We consider fresh fruits and vegetables that go through special handling, packaging and processing into upstream agro-processing. Downstream processing is limited to further processing of products from upstream activities such as bread, biscuit, and furniture making. The authors take the perspective that agro-processing is part of value addition regardless of whether the product changes form or not, even if a processor cleans and packs a product, agro-processing would have taken place. However, there is need to adopt an approach that clearly show broad categories of processes included in agro-processing. As such, this study adopts the UN International Standard Industrial Classification of All Economic Activities (ISIC) classifications in addition to the upstream and downstream categorization. The ISIC classification comprises i. Manufacture of food, beverages and tobacco; ii. Textile, wearing apparel and leather; iii. Manufacture of wood and wood products, including furniture; iv. Manufacture of paper and paper products, printing and publishing; v. Manufacture of rubber products. This means all small to medium enterprises (SME) fitting into the ISIC classification are included in this study with an SME being a firm with between 5-75 employees according to the Zimbabwe Revenue Authority classification. Significance of Agro-processors Development of agro-processors is critical for Zimbabwe a country ranked one of the five poorest countries in the world on GDP per-capita in purchasing power parity (Rivera-Santos, et al., 2015). Poverty is far worse in rural than urban areas (UN Zimbabwe, 2016) yet rapid growth of SME agro-processors reduce poverty, contribute towards job creation and uplift living standards especially women (AmpaduAmeyaw & Omari, 2015). The link between processors and farmers provides an avenue for income to farmers who are generally rural settlers. In Zimbabwe, food and beverages dominate employment (Mhazo, et al., 2012) whilst furniture making has grown to become one of the most expanded and established sectors. A Finscope (2013) study show that 46% of the adult population is micro, small to medium enterprise (MSME) owners with 43% working in agriculture. Reliance on agro-processing and SMEs is not unique to Zimbabwe but the whole Sub-Saharan Africa (Mhazo, et al., 2012) as SMEs constitute the largest share of private-sector enterprises and contribute the bulk of employment (Reeg 2015; Ampadu-Ameyaw & Omari, 2015). Therefore, agro-processors are key to industry and economic growth (Reeg, 2015; Mhazo, et al., 2012; FAO, 1999). Agro-processing Drivers in Zimbabwe The land reform led to the emergence of indigenous farmers who established themselves as new key suppliers to emerging agro-based manufacturers. As a result, SME agro-processors flourished in large cities such as Harare. Statutory instrument 64 (S.I 64) of 2016 controlled importation of selected products thus driving local manufacturing high. Import controls led to a fall in imports resulting in local supplies covering the gap. This led to a rise in capacity utilization of local firms. In the process, the role of SMEs became dominant as they found huge opportunities in gaps left by large firms (Mapakame, 2017). Large firms continue to downsize, retrench and close due to harsh economic conditions leading to some large processors relegating sourcing and production to SMEs (Mhazo, et al., 2012). Furthermore, growth in information communication technologies continues to influence business environment as there is a remarkable growth in digital business services driven by a rise in Internet access. Internet usage rose to 6.9million active users as of December 2017, an increase of 3.7% to the 2016 figure. According to POTRAZ, (2017) active mobile subscriptions continue to grow with a 9.4% increase to reach 14,09million in a country Journal of Business and Retail Management Research (JBRMR), Vol. 14 Issue 2 April 2020 www.jbrmr.com A Journal of the Centre for Business & Economic Research (CBER) 3 with a population of 16million, 102.7% mobile penetration providing huge mobile marketing opportunities. For four consecutive years, voice traffic had been declining whilst mobile data usage increase creating more opportunities for digital businesses. Overall, the prevailing economic environment favours SMEs because these firms can easily access raw materials from small-scale producers, easily link with emerging farmers, and ready access to informal networks, cheap raw materials, and niche marketing capabilities (Mhazo, et al., 2012). This nexus between small-scale farmers and SME agro-processors generally promote development through informal linkages, cultural connections and long term established relational networks. However, we do not know the value and contribution of these resources to digital marketing activities of agro-processors. Knowledge of the influence of informal linkages, cultural connections and relationships to digital marketing activities and performance is important because extant research show that digital marketing has potential to alleviate some marketing challenges faced by SMEs. As it is, agro-processors’ contributi

Exploring digital marketing resources, capabilities and market performance of small to medium agro-processors. A conceptual model