Journal of Management and Science
Vol. 15 No. 3 (2025): Vol 15 Iss 3 Year 2025
Articles

Marketing Innovation as a Strategic Bridge: Examining the Influence of Strategic Thinking on Internal Marketing in Sub-Saharan Africa's Broadcasting Industry

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  • Ahmad Walugembe,,
  • Kiggwe Musa,
  • Salma Ndagire,
  • Aziz Wakibi,
  • Chris Magezi
Ahmad Walugembe,
Department of Business Studies, Islamic University in Uganda.
Kiggwe Musa
Department of Business Studies, Islamic University in Uganda.
Salma Ndagire
Department of Business Studies, Islamic University in Uganda.
Aziz Wakibi
Department of Marketing, Makerere University Business School.
Chris Magezi
Department of Marketing, Makerere University Business School.
DOI: https://doi.org/10.26524/jms.15.31
Published September 30, 2025
Keywords
  • Strategic Thinking, Market Innovation, Internal Marketing, Capabilities, Broadcasting.
How to Cite
Ahmad Walugembe, Kiggwe Musa, Salma Ndagire, Aziz Wakibi, & Chris Magezi. (2025). Marketing Innovation as a Strategic Bridge: Examining the Influence of Strategic Thinking on Internal Marketing in Sub-Saharan Africa’s Broadcasting Industry. Journal of Management and Science, 15(3), 66-80. https://doi.org/10.26524/jms.15.31

Abstract

Objectives: This study investigates the relationship between strategic thinking, market innovation capabilities, and internal marketing performance within the radio broadcasting industry in Sub-Saharan Africa, focusing on Uganda.

Design: Guided by the Resource-Based View (RBV), a cross-sectional quantitative design was adopted. Data were collected from 127 managers of broadcasting stations across Uganda. Four hypotheses were tested.

Findings: All hypotheses were supported, revealing significant positive relationships among the variables. Strategic thinking, expressed through reflective decision-making, trend analysis, organizational awareness, and pattern recognition, positively influenced both market innovation capabilities and internal marketing performance. Mediation analysis confirmed that market innovation capabilities significantly mediate the relationship between strategic thinking and internal marketing.

Policy Recommendations: Radio broadcasting firms should invest in developing strategic thinking skills among leaders and enhance innovation systems to improve internal marketing effectiveness.

Originality: The study extends the RBV by identifying strategic thinking as a vital cognitive resource that drives competitive advantage through market innovation capabilities and internal alignment.

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