%0 Journal Article
%T The Moderating Effect of Strategic Planning on the Relationship between Marketing Strategy and Poultry Farming Cooperatives¡¯ Performance in the Province of Gitega (Burundi)
%A Didace Hatungimana
%A Patrick Patrick Rumeci
%A Thierry Bahizi
%J Open Journal of Business and Management
%P 2405-2413
%@ 2329-3292
%D 2022
%I Scientific Research Publishing
%R 10.4236/ojbm.2022.105120
%X <span style=\"font-size:10.0pt;font-family:&quot;\">The purpose of this study was to find out whether or
not strategic planning moderated the relationship between marketing strategy
and the performance of poultry farming in Gitega province (Burundi). The study
used the quantitative method where the descriptive research design was applied.
The population of this study comprised of members of seven poultry farming
cooperatives from two communes of the province of Gitega, in Burundi. The total
number of the members was 3252. From a total number of 3252 members of poultry
farming cooperatives, a sample of 356 was obtained using Slovin¡¯s formula. 356
questionnaires were administered from which 352 <span>were returned and analyzed. The findings revealed a positively
significant moderating</span> effect of strategic planning on the relationship
between the marketing <span>strategy and the
performance of poultry farming in Gitega province (¦Â = 2.343</span>, <i>p</i> = .001 &lt; .05). However, despite the
fact that most of the analyzed cooperatives had some strategic planning
practices, it is regrettable that strategic planning implementation is not widely
practiced among poultry farming cooperatives in Burundi.</span>
%K Marketing Strategy
%K Cooperative
%K Strategic Planning
%K Performance
%K Gitega Province
%U http://www.scirp.org/journal/PaperInformation.aspx?PaperID=119682