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Small and medium enterprises (SMEs) do not need only traditional marketing strategies in the dynamic business environment of the manufacturing sector. Entrepreneurial marketing dimension (EMD) is an alternative marketing approach for SMEs. Therefore, this paper aims to investigate whether EMD innovation has a positive and significant effect on SMEs performance on Ghanaian Halal food and beverages.

Correlative descriptive research method was used and 432 questionnaires with five-point Likert scale were distributed among owners-managers of manufacturing sectors of Ghanaian Halal food and beverages SMEs producers were chosen by a simple random sampling method. Structural equations modelling structural equations modelling techniques was used to analyse data.

The result of data analysis indicates a positive and significant effect of EMD on manufacturing SMEs performances of Halal food. Nevertheless, the effect of EMD on the production performance of the aforementioned companies is confirmed positive. The findings also show that production performances of Halal food SMEs result in their financial performance.

The study’s sample is limited to Halal food SMEs manufacturing in Ghana. More research can be done investigating this relationship from different sectors and in Islamic and non-Islamic countries.

This research implies that Halal food SMEs manufacturing producers in a country is imperative in Muslim-minority countries. This study gives a benchmark for the non-Muslim-majority countries which endeavour to embark on the Halal SMEs manufacturing food. Muslim-minority countries that envision to succeed in the global Halal market could emulate Ghana’s approach in branding itself as a recognised non-Muslim-majority country in producing Halal foods. This can be done by implementing innovative, proactive, opportunist, risk-taking and customer-oriented initiatives to achieve better market and innovative performances and higher profits.

This paper fills a knowledge gap by presenting the first comprehensive overview of Halal food SMEs manufacturing performance research that enhances the ongoing discussion in hospitality, entrepreneurship and marketing fields in Islamic and non-Islamic contexts.

The purpose of this study was to provide comprehensive overview, and exposure of the correlation between entrepreneurial orientation dimension (EOD) and business innovation environment (BIE) on small and medium enterprises (SMEs) financial performance in the Ghanaian manufacturing SMEs sector that enhances knowledge and contextualization in marketing and entrepreneurship literature.

Anchored on resource-based view theory, 520 manufacturing SMEs companies were conveniently drawn from Association of Ghana Industry, through National Board for Small Scale Industries, using structural equation modelling techniques to analyse the hypotheses.

This study revealed that three entrepreneurial orientation dimensions EOD: risk-taking, innovations and pro-activeness have positive significant impact on financial performance manufacturing of SMEs. BIE also has positive impact on financial performance of manufacturing of SMEs and BIE moderates SMEs financial performance.

This is a country-specific manufacturing SMEs sector, which means that the findings cannot be used to justify other SMEs in Ghana and SMEs in different country. However, the study was limited to only three EODs: risk-taking, innovations, pro-activeness and Ghanaian manufacturing BIE of SMEs. More countries and other SMEs are needed to expand the field of research in EODs and BIE.

It provides an insight into BIE which is important for marketers, entrepreneurs, regulatory bodies, SMEs owners-managers, directors, government and NGO to strengthening and reshaping their BIE in manufacturing SMEs sector policies, conducts and laws.

This paper fills knowledge and contextual gap in entrepreneurship and marketing literature by presenting comprehensive overview of BIE and EOD research that enhances the on-going discussion in the marketing and entrepreneurship manufacturing SMEs context and proposing priorities for future research streams within an emerging economy.