JBRMR 2056-6271 https://doi.org/10.24052/JBRMR/ 56 Volume 19 Issue 02 2025-04-01

598 https://jbrmr.com/details&cid=598 2025-05-08 Lack of appropriate leadership and entrepreneurial skills has hindered most SMMEs to achieve sustainable growth. Current leadership approaches in SMMEs are modelled on Western multinationals that are mainly productivity oriented, with very different organizational challenges and contexts. There is a need for a framework that provides a lens through which leadership approaches in SMMEs can be identified and understood from other perspectives. Purpose of the Research: The aim of the study was to formulate a leadership framework informed by the Ubuntu and Samurai leadership approaches that can be used to foster growth in SMMEs. Methodology: The study was exploratory or descriptive in nature and quantitative techniques were used for data collection from a sample size of 377. Data was gathered from owners and executive managers of SMMEs in the Gauteng province and analyzed through quantitative statistical techniques. Results: The results reviewed show that the values emerged from both leadership contexts include respect, humility, courage integrity and humility. The findings also indicated that the participants possess a favorable disposition towards employee relationships and demonstrate leadership attributes that foster employee engagement and contentment. Thus, the findings indicate preference for Samurai and Ubuntu leadership approaches. Practical Implication of the Study: The study contributed to the body of literature on leadership approaches by proposing a framework that can be adopted by SMMEs in the real world of work. Conclusion: SMMEs also experience failure among other challenges towards their growth as well as sustainability due to several challenges including skills shortage. The identified values are essential for the success of SMMES. Abor, J & Quartey, P., 2010. ‘Issues in SME Development in Ghana and South Africa’, International Research Journal of Finance and Economics, 39(1): 218-228. Ahmad, F. A, Carlene, B & Nuttawuth, M., 2013. ‘Leadership and Entrepreneurial Success: A Study of SMEs in Malaysia’. World Journal of Social Sciences, 3(5):117-130. Belle, E, h, B & Bryman, A. 2022 Business Research Methods. Oxford: Oxford University Bryman, A., 2015. Social Research Methods. London: Oxford University Press. Businesstech. 2020. The alarming truth about the number of small businesses in South Africa. [Online]. Available from: https://businesstech.co.za/news/business/260797/the-alarming-truth-about-the-number-of-small-businesses-in-south-africa/  [Accessed: 01 Dec 2021]. Chen, Y.-G., Cheng, J.-N. & Sato, M. 2017. Effects of school principals’ leadership behaviors: A comparison between Taiwan and Japan. Educational Sciences: Theory & Practice, 17: 145‒173. http://dx.doi.org/10.12738/estp.2017.1.0018 Copeland, M. K.,2016, ‘The impact of authentic, ethical, transformational leadership on leader effectiveness’. Journal of Leadership, Accountability and Ethics, 13(3): 79-84. Dube, Z., 2016. ‘Strengthening the Ubuntu social canopy after the Afrophobic attacks’  Verbum et Ecclesia, 37(1): 1-4. Du Toit G.S, Erasmus B.J. & Stardom J.W. 2011. Introduction to Business Management. 8th ed. Cape Town: Oxford University Press. p.236. Fatoki, O.  & Garwe, D., 2010, ‘Obstacles to the growth of new SMEs in South Africa: A Principal Component Analysis Approach’, African Journal of Business Management Vol. 4(5): 729-738. Fatoki, O., 2014, ‘The causes of the failure of new small and medium enterprises in South Africa’ Mediterranean Journal of Social Sciences, 5(20): 922. Laguna, M, Mielniczuk, E. & Gorgievski, M. J. 2021. Business Owner‐Employees Contagion of Work‐Related Affect and Employees’ Innovative Behavior in Small Firms. Applied Psychology, 70(4): 1543-1571. Marivate, S. P., 2014 ‘The impact of entrepreneurial skills on the viability and long-term survival of small businesses: a case of the city of Tshwane, South Africa’ European Journal of Business, Economics and Accountancy, 2(2): 53-72.  Rao soft sample size calculator. 2021. Online sample size calculator. [Online]. Available from: http://www.raosoft.com/samplesize.html  [Accessed: 01 Dec 2021]. https://doi.org/10.24052/JBRMR/V19IS02/ART-01 https://jbrmr.com/cdn/article_file/2025-05-08-14-07-00-PM.pdf Previledge Garikai Madhovi Zeleke Worku Mammo Muchie growth leadership quality Samurai Sustainable Ubuntu 1007534 210 1

599 https://jbrmr.com/details&cid=599 2025-05-08 Purpose: This study aims to investigate the relationship between service quality and customer satisfaction within the context of betting shops in the United Kingdom. It does this by outlining the stringent regulations that govern these businesses. This study contributes to understanding the affinities of correlation between these variables. The study draws on gambling theory to present a conceptual framework on the cause-and-effect link between service quality, customer satisfaction, and its outcomes in betting shops. Methodology: A positivist research philosophy and a deductive approach are employed to conduct the survey. The quantitative research method is used, and the sample size is seventy customers drawn from the Gambling sector in the UK. Findings: Findings show that, regardless of whether they intend to gamble or engage in other activities, win, or lose money, customers may still experience betting as having healing properties. Professional sports now rely heavily on sponsorship income from the betting sector, and the number of agreements for commercial partnerships has been growing in recent years. Many national and international sports organisations still don't get that close coordination between all parties, including bookmakers, is essential. Practical Implications: Furthermore, the context of this study is emphasized as being quite significant. Because customer satisfaction and service quality are critical factors in expanding the betting industry's market position, these two factors added credibility to the study. The study explores that certain socially unacceptable services might benefit people's well-being and connects gaming studies to the transformative research paradigm in substantial market demands. This study explores scenarios involving customers and service providers and makes the case that various "sinful services" could provide customers life-changing advantages. Originality: As it demonstrates that betting shops may be "healthy places" for specific customers, the study is among the first to examine the positive elements of gambling and the relationship between customer satisfaction and service quality. Adeniyi, O., Tura, F. and Newton, A., 2023. Analysing the effect of betting shops on crime in England. Regional Studies, pp.1-17. Adeniyi, O., Tura, F. and Newton, A., 2023. The presence of betting shops is linked to increased likelihood of crime in England. Agbemabiese, G.C., Kodjie, P.K., Munkaila, A. and Abdul-Hamid, I.K., 2023. GLOBAL ESPORTS BETTING AND CONTINUANCE INTENTION AMONG YOUNG FOOTBALL FANS. Academy of Entrepreneurship Journal, 29(2). Alzaydi, Z., 2023. Examining the mediating effect of multi-channel integration quality in the relationship with service quality, customer satisfaction and customer loyalty in the Saudi banking sector. Management & Sustainability: An Arab Review. Anderson, E.W., & Fornell, C. "A Customer Satisfaction Research Prospectus." In R.T. Rust &R.L. Oliver (eds.), Service Quality: New Directions in Theory and Practice, 241-268. Thousand Oaks, California: Sage, 1994. Bateson, J.E.G. "Understanding Services Consumer Behavior." In C.A. Congram, (Ed.), The AMA Handbook of Marketing for the Service Industries, 135-150. New York: American Management Association, 1991. Cassidy, R., 2014. ‘A place for men to come and do their thing’: constructing masculinities in betting shops in London. The British journal of sociology, 65(1), pp.170-191. Chirambaguwa, W., 2023. ‘He Bets When He Wants To!’The Effects of Football Gambling in Chinhoyi through the Eyes of Concerned Significant Others. In Football, Gambling, and Everyday Life in Zimbabwe (pp. 55-75). Routledge. Cockrill, A., Goode, M. and Emberson, D. (2008), "Servicescape matters – or does it? The special case of betting shops", Marketing Intelligence & Planning, Vol. 26 No. 2, pp. 189-206. Cohen, L., & Felson, M. (1979). Social change and crime rate trends: A routine activity approach. American Sociological Review, 44(4), 588-608. http://dx.doi.org/10.2307/2094589 Conklin, J. (2009). Criminology (Vol. 10). Boston: Pearson. Corbett, C., & Simon, F. (1992). Decisions to break or adhere to the rules of the road, viewed from the rational choice perspective. The British Journal of Criminology, 32(4), 537-549. http://dx.doi.org/10.2307/23638323 Demir, G. and Bandawe, C., 2024. The Interest in Betting, Smoking, Alcohol, and Drugs in Malawi: Changing Trends between 2012-2022. Malawi Medical Journal, 36(1), pp.30-37. Egerer, M., 2023. Types of gambling: finnish gambling narratives under the lens of systems theory. Frontiers in sociology, 8. Fan, P.K.T., Choe, J.Y. and Na, Y., 2024. Hierarchical value mapping of diners in Macao's casino restaurants. Journal of Hospitality and Tourism Insights. Firoiu, V., Le Boudec, J.Y., Towsley, D. and Zhang, Z.L., 2002. Theories and models for internet quality of service. Proceedings of the IEEE, 90(9), pp.1565-1591.  Forrest, D. (2008). Say it ain’t so: Betting-related malpractice in Sport. Sport Finance, 3(3), 156-166. Forrest, D. (2012). The threat to football from betting-related corruption. International Journal of Sport Finance, 7(1), 99-116. Forrest, D., & Simmons, R. (2003). Sport and gambling. Oxford Review of Economic Policy, 19(4), 598-611. http://dx.doi.org/10.1093/oxrep/19.4.598 (Last access- 19th march, 2024). Gainsbury, S. M. (2023). Interactive gambling, Forbes. Retrieved from https://www3.aifs.gov.au/agrc/publications/interactive-gambling/rise-interactive-gambling (Last access- 23 March, 2024). Gainsbury, S. M., Russell, A., Hing, N., Wood, R., Lubman, D., & Blaszczynski, A. (2015). How the Internet is changing gambling: Findings from an Australian prevalence survey. Journal of Gambling Studies, 31(1), 1-15. http://dx.doi.org/10.1007/s10899-013-9404-7 George, S., & Chima, C. (2014). Gambling addiction: What every doctor needs to know. Internet Journal of Medical Update, 9(1), 1-3. Ghaharian, K., Abarbanel, B., Phung, D., Puranik, P., Kraus, S., Feldman, A. and Bernhard, B., 2023. Applications of data science for responsible gambling: A scoping review. International Gambling Studies, 23(2), pp.289-312. Gordon, R., Harada, T., Waitt, G. and Gurrieri, L., 2023. Reconceptualising risky and harmful consumption through molar and molecular lines: Mobile smartphone sports betting arrangements. Marketing Theory, p.14705931231202360. Griffiths, M.D., Gambling Commission, 2023. Betting shops and crime is there a relationship. Internet Journal of Criminology. Hand, C. and Singh, J., 2014. Segmenting the betting market in England. International Journal of Market Research, 56(1), pp.111-127.  Hill, D., 2023. Where You Stand: Trust and Fixing in the Asian Sports Gambling Market. In Gambling and Sports in a Global Age (pp. 129-144). Emerald Publishing Limited. Ji, C., Prentice, C., Sthapit, E. and Lei, I., 2024. Build trust, they will come: the case of casino high rollers!. International Journal of Contemporary Hospitality Management. Lawn, S., Oster, C., Riley, B., Smith, D., Baigent, M. and Rahamathulla, M., 2020. A literature review and gap analysis of emerging technologies and new trends in gambling. International journal of environmental research and public health, 17(3), p.744.  Mamakou, X.J., Zaharias, P. and Milesi, M., 2024. Measuring customer satisfaction in electronic commerce: The impact of e-service quality and user experience. International Journal of Quality & Reliability Management, 41(3), pp.915-943. Mezue, N.C. and Mbah, B.M., 2023. A pragma-semantics of betting language. odezuruigbo: an international journal of igbo, african and communication studies, 7(1). Naraswati, A., Hardini, R. and Digdowiseiso, K., 2024. The Influence of Service Quality, Customer Satisfaction and Company Image on Customer Loyalty of Bank Mandiri Kcp Bendungan Hilir, Central Jakarta. Equivalent: Jurnal Ilmiah Sosial Teknik, 6(1), pp.55-63. Naraswati, A., Hardini, R. and Digdowiseiso, K., 2024. The Influence of Service Quality, Customer Satisfaction and Company Image on Customer Loyalty of Bank Mandiri Kcp Bendungan Hilir, Central Jakarta. Equivalent: Jurnal Ilmiah Sosial Teknik, 6(1), pp.55-63. Newman, O., 1968. The sociology of the betting shop. The British Journal of Sociology, 19(1), pp.17-33. Payne, N., Goyder, E. and Elliott, P., 2023. P75 A mixed-methods study of exposure of university students to gambling advertising on walking routes in Sheffield. P Mbango, C Madaro, 2023, Investigating marketing factors that influence customer loyalty in the sports betting industry, IBM Review. Prenshaw, P.J., Straughan, R.D., & Anderson, R.D. 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Sivadas, E. and Baker‐Prewitt, J.L., 2000. An examination of the relationship between service quality, customer satisfaction, and store loyalty. International Journal of Retail & Distribution Management, 28(2), pp.73-82. Weatherson, B., Statista Research Department, 2023. The End of Decision Theory. Willows, L., 2023. MBA: A business report, analysis and recommendations for ESG Gaming, Harvard business review. Woodside, A.G., Frey, L.L. and Daly, R.T., 1989. Linking service quality, customer satisfaction, and behavio. Marketing Health Services, 9(4), p.5. Yang, Z., Deal, B.E., Carcioppolo, N., Zhao, Y. and Sewall, A.M., 2023. Corporate finance institute, A Corporate Analysis of Problematic Gambling Prevention Interventions in the United States. Journal of gambling studies, pp.1-14. Yüksel, A. and Yüksel, F., 2008. Consumer satisfaction theories: a critical review. Tourist satisfaction and complaining behavior: Measurement and management issues in the tourism and hospitality industry, pp.65-88.  https://doi.org/10.24052/JBRMR/V19IS02/ART-02 https://jbrmr.com/cdn/article_file/2025-05-08-14-13-44-PM.pdf Shaheda Akther Palto Datta Gambling customer satisfaction service quality loyalty Servicescape and betting shops 1047089 187 0

600 https://jbrmr.com/details&cid=600 2025-05-11 Objective: This study aimed to analyze how Brazilian fast-moving consumer goods startups born in digital environments - also known as DNVBs (digitally native vertical brands) - are adopting effective customer experience (CE) practices in order to maximize their purchase recurrence rates and growth.  In fast-moving categories such as food, beverages, cleaning or hygiene products, repeat purchases generally occur in shorter cycles and, for this reason, this research chose to target these sectors, thus observing the potential application and effects of CE in this context. Method: In-depth qualitative interviews were conducted with seven executives from Brazilian companies operating under the DNVB business model within the fast-moving consumer goods (FMCG) sector. The research instrument was based on a review of CE literature and questions regarding recurring purchases in this product category. The interviews were subsequently transcribed, analyzed and constitute the results of this study as proposed by Cheron et al. (2022). This report adheres to the COREQ checklist ensuring transparency and rigor in the presentation of qualitative research findings (Tong et al., 2007). Results: All seven fast-moving DNVBs investigated employ at least some CE practices. Post-purchase satisfaction surveys and the proximity between leaders and their customer service teams proved to be the central pillars for most of these companies. In this group of companies, the trend towards business growth was observed, as was the use of purchase recurrence metrics, yet subscription programmes remain technically complex and often misaligned with the business model; accordingly, only two companies have implemented them successfully, underscoring a need for further technical support and innovation. The relationship between company growth and the application of CE techniques has not yet been shown to be sufficiently relevant: managers have initially prioritized evaluations of the quality of products and aspects of services, such as delivery times. Contributions: The research identified a still small number of CE management practices being applied by these startups in the day-to-day running of their businesses. It also revealed frustration on the part of these leaders in exploring emerging technologies that are effective in improving their metrics, demonstrating opportunities for researchers and startups in retail technology that can address this type of management need. The research also sheds light on the agenda of companies born in the digital age, operating their own channels, and the challenges that entrepreneurs or executives in the fast-moving consumer goods industry may encounter when undertaking business in this segment.  ABComm (2025). 2024 Brazilian eCommerce numbers. Brazilian E-Commerce Association. https://dados.abcomm.org/ Becker, L., & Jaakkola, E. (2020). Customer experience: Fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630-648. https://doi.org/10.1007/s11747-019-00718-x Carolyn, B., & Neale, P. (2006). Conducting in-depth interviews: A guide for designing and conducting in-depth interviews for evaluation input. Pathfinder International. Cheron, C., Salvagni, J., & Colomby, R. K. (2022). The qualitative approach interview in administration: A guide for researchers. Journal of Contemporary Administration, 26(4), e210011. https://doi.org/10.1590/1982-7849rac2022210011.en Chircu, A., & Kauffman, R. J. (1999). Strategies for internet middlemen in the Intermediation, disintermediation, reintermediation cycle. Electronic Markets, 9(1-2), 109-117. https://doi.org/10.1080/101967899359337 Dunn, A. (2016). The book of DNVB. Medium, 1-5. https://medium.com/@dunn/digitally-native-vertical-brands-b26a26f2cf83 Eisenhardt, K. M., & Graebner, M. E. (2007). Theory building from cases: Opportunities and challenges. Academy of Management Journal, 50(1), 25-32. http://www.jstor.org/stable/20159839 Fang, Y. H., Chiu, C. M., & Wang, E. T. G. (2011). Understanding customers' satisfaction and repurchase intentions: An integration of IS success model, trust, and justice. Internet Research, 21(4), 479-503. https://doi.org/10.1108/10662241111158335 Gassmann, O., Frankenberger, K., & Csik, M. (2014). The Business Model Navigator: 55 models that will revolutionize your business. Harlow: Pearson. Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field Methods, 18(1), 59-82. https://doi.org/10.1177/1525822X05279903 Gulati, R., & Oldroyd, J. B. (2005). The Quest for Customer Focus. Harvard Business Review, 83(4), 92-101. https://hbr.org/2005/04/the-quest-for-customer-focus Homburg, C., Jozić, D., & Kuehnl, C. (2015). Customer experience management: Toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377-401. https://doi.org/10.1007/s11747-015-0460-7 IAB (2018). The rise of the 21st century brand economy. https://www.iab.com/insights/the-rise-of-the-21st-century-brand-economy/ Kerschbaumer, R. H., Kreimer, D., Foscht, T., & Eisingerich, A. B. (2023). Subscription commerce: An attachment theory perspective. International Review of Retail, Distribution and Consumer Research, 33(1), 92-115. https://doi.org/10.1080/09593969.2022.2134173 Khalifa, M., & Liu, V. (2007). Online consumer retention: Contingent effects of online shopping habit and online shopping experience. European Journal of Information Systems, 16(6), 780-792. https://doi.org/10.1057/palgrave.ejis.3000711 Klaus, P., Edvardsson, B., & Maklan, S. (2012). Developing a typology of customer experience management practice-from preservers to vanguards. 13th International Research Conference in Service Management, La Londe les Maures, France, May 27-30, 2014. https://www.researchgate.net/publication/234004253 Koll, O., & Plank, A. (2022). Do shoppers choose the same brand on the next trip when facing the same context? An empirical investigation in FMCG retailing. Journal of Retailing, 98(4), 576-592. https://doi.org/10.1016/j.jretai.2022.01.003 Leahy, R. (2011). Relationships in fast moving consumer goods markets: The consumers' perspective. European Journal of Marketing, 45(4), 651-672. https://doi.org/10.1108/03090561111111370 Leimstoll, U., & Wölfle, R. (2021). Direct to Consumer (D2C) E-Commerce: Goals and strategies of brand manufacturers. Studies in Systems, Decision and Control, 294, 237-250. https://doi.org/10.1007/978-3-030-48332-6_16 Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420 Li, Y., Xu, L., & Li, D. (2013). Examining relationships between the return policy, product quality, and pricing strategy in online direct selling. International Journal of Production Economics, 144(2), 451-460. https://doi.org/10.1016/j.ijpe.2013.03.013 Lima, D., Ramos, R. F., & Oliveira, P. M. (2024). Customer satisfaction in the pet food subscription-based online services. Electronic Commerce Research, 24, 745–769. https://doi.org/10.1007/s10660-024-09807-8 Lipskier, V. (2023). DNVB – Digitally Native Vertical Brands: The prodigies of digital commerce [Les surdouées du commerce digital]. (2nd ed.). Dunod. Moormann, J., & Palvolgyi, E. Z. (2013). Customer-centric business modeling: Setting a research agenda. Proceedings - 2013 IEEE International Conference on Business Informatics, IEEE CBI 2013, 173-179. https://doi.org/10.1109/CBI.2013.33 NielsenIQ. (2024). Webshoppers 49th Edition. https://nielseniq.com/global/pt/landing-page/ebit/nielseniq-ebit-brasil/webshoppers/ Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic analysis: Striving to meet the trustworthiness criteria. International Journal of Qualitative Methods, 16(1). https://doi.org/10.1177/1609406917733847 Osterwalder, A., Pigneur, Y., Clark, T., & Smith, A. (2013). Business Model Generation. Hoboken: Wiley. Pedroso, M. C., & da Silva, W. J. (2022). DNVB: The digital native and vertical business model. HSM Management, 152, 62-65. https://revistahsm.com.br/dnvb-o-modelo-de-negocio-nativo-digital-e-vertical/ Reinartz, W., Wiegand, N., & Imschloss, M. (2019). The impact of digital transformation on the retailing value chain. International Journal of Research in Marketing, 36(3), 350-366. https://doi.org/10.1016/j.ijresmar.2018.12.002 da Silva, W.J., Araújo, G.d.C., Rehder, A. and Pedroso, M.C. (2024). Amaro's business model innovation: DNVB or platform? Revista de Gestão, 31(4), 371-382. https://doi.org/10.1108/REGE-08-2022-0115 Tan, W. K., & Chen, B. H. (2021). Enhancing subscription-based ecommerce services through gambled price discounts. Journal of Retailing and Consumer Services, 61, 102525. https://doi.org/10.1016/j.jretconser.2021.102525 Thain, G., & Bradley, J. (2014). FMCG: The power of fast-moving consumer goods. Sarasota: First Edition Design Publishing. Tong, A., Sainsbury, P., & Craig, J. (2007). Consolidated criteria for reporting qualitative research (COREQ): A 32-item checklist for interviews and focus groups. International Journal for Quality in Health Care, 19(6), 349-357. https://doi.org/10.1093/intqhc/mzm042 Tuan, P. Van, Minh Ha, N., Hiep, B. D., Quang Huy, N., Ngoc Mai, T. T., & Phuong, P. M. (2022). The experience of using e-commerce platforms affects the online purchase intention of customers in the FMCG (Fast moving consumer goods) sector in Hanoi city. International Journal of Business and Social Science Research, 3(4). 16-24. https://doi.org/10.47742/ijbssr.v3n4p3 U.S. Census Bureau. (2025). Quarterly Retail E-Commerce Sales 2024. U.S. Department of Commerce. https://data.census.gov/ Wetzels, R. W. H., Klaus, P., & Wetzels, M. (2023). There is a secret to success: Linking customer experience management practices to profitability. Journal of Retailing and Consumer Services, 73, 103338. https://doi.org/10.1016/j.jretconser.2023.103338 Wolter, J. S., Bock, D., Smith, J. S., & Cronin, J. J. (2017). Creating ultimate customer loyalty through loyalty conviction and customer-company identification. Journal of Retailing, 93(4), 458-476. https://doi.org/10.1016/j.jretai.2017.08.004 https://doi.org/10.24052/JBRMR/V19IS02/ART-03 https://jbrmr.com/cdn/article_file/2025-05-11-09-03-06-AM.pdf Wellington José da Silva Marcelo Caldeira Pedroso Carlos Afonso Caldeira Filho fast-moving consumer goods startups customer experience subscriptions loyalty DNVB 1007442 221 0

601 https://jbrmr.com/details&cid=601 2025-05-11 Total Quality Management (TQM) has arisen as a reliable quality and performance method that can meet or even surpass the expectations of stakeholders. This technique is anticipated to improve organizational performance and has received considerable attention in recent times. This study investigates the impact of total quality management practices on the telecommunications industry's business performance. Questionnaires were used in the study as survey instruments to collect information about the impact of TQM methods on business performance. The researchers used a multiple regression model to ascertain this. The Descriptive statistical analysis tool is used to find the Correlation matrix, Coefficients, t-statistics, R square and p-values, and, Robustness and Diagnostic Test to examine the impacts of Total Quality Management on business performance. To assess the situation, eight hundred (800) responses were received from, employees and top management of MTN Ghana Ltd. The study established that principles applied to total quality management have a significant bearing on business performance. It is, therefore, recommended that employees in the telecommunication industry need to be well enlightened on the practices of total quality management to increase performance. The study revealed that top management commitment, employee satisfaction, quality information and reporting, managerial design, and reward and recognition have a positive influence on business performance on Ghanaian telecom companies. Abbas, J. (2020). Impact of total quality management on corporate green performance through the mediating role of corporate social responsibility. Journal of Cleaner Production, 242, 118458. Adusei, C., & Isaac, T.-K. (2020). Branding and Retailing in the Telecommunications Industry of Ghana. 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602 https://jbrmr.com/details&cid=602 2025-05-17 The Triple Helix Model is a framework for analysing  linkages among three institutional spheres namely university, industry and government and their integration for creation and fostering a national innovation system. Academic institutions are central to triple helix interactions as shown by innovative clusters in both developed and developing economies.  Clusters in dynamic Asian economies like Thailand, South Korea and Japan pivot around knowledge flows created by universities leading to innovations that can be used and commercialized. The contribution of academic institutions to innovation in a region or cluster can be quantified by analysing transactional relations which refers to business contacts such as commissions, contracts and agreements between the university and clients who use the research. The paper presents a strong case for crafting policies which enable forging of robust linkages between SME clusters and academic institutions within an overall triple helix framework, especially in developing economies such as India where SMEs contribute significantly to output, employment and exports. Qualitative in nature, this study is  based on secondary research, drawing upon analysis from research papers, industy reports and magazine articles which explore triple helix interactions. Cooke,P. (1996). The New Wave of Regional Innovation Networks: Analysis, Characteristics and Strategy, Small Business Economics, 8(2), pp.159-171 Simmie, J. and Sennett, J. (1999). Innovative clusters: global or local linkages?. National Institute Economic Review, No.170, pp.87-98 Kharbanda V.P.(2001).Facilitating innovation in Indian small and medium enterprises- The role of clusters, Current Science, 80(3), pp. 343-348 Fingleton et al. (2004).  Employment Growth of Small High-technology Firms and the Role of Horizontal Clustering: Evidence from Computing Services and R&D in Great Britain, 1991-2000, Urban Studies,  41(4),  pp. 773-799 Chaminade, C. and Vang, J. (2006). Innovation policy for Asian SMEs: Exploring Cluster Differences. Paper no. 2006/03, Centre for Innovation, Research and Competence in the Learning Economy (CIRCLE), Lund University Schrammel, T. (2013). Bridging the Institutional Void: An Analytical Concept to Develop Valuable Cluster Services, Management Revue,  24(2),  pp. 114-132 Calignano, G. and Quarta, A. (2014). University of Salento's transactional relations: Assessing the knowledge transfer of a public university in Italy. Erdkunde, 68(2) ,pp.109–123 Tetsushi S. and Keijiro O.(2015). Cluster-Based MSE Development: The Role of "Kaizen" Training, The Pakistan Development Review , 54(4), pp. 609-625. Zhengqi, P. (2016). State-Led Innovation Partnerships: Asian Developmental States within the Triple Helix Paradigm, European Journal of East Asian Studies, 15(1),pp. 108-143. Cin et al. (2017). The impact of public R&D Subsidy on Small Firm Productivity: Evidence from Korean SMEs. Small Business Economics, 48(2), pp. 345-360. Harris, W. and Wonglimpiyarat, J. (2019). Start-Up Accelerators and Crowdfunding to Drive Innovation Development. The Journal of Private Equity, Vol. 23, No.1,124-136 Planning Commisison, Government of India(2012):  Improving the Productivity & Competitiveness of Industrial Clusters, A holistic strategy for India, New Delhi. Export Import Bank of India (2012): Strategic Development of MSMEs: Comparison of Policy Framework and Institutional Support Systems in India and Select Countries, Occasional Paper No 153, Mumbai. Export Import Bank of India (2023):Himachal Pradesh:A Possible Export Strategy, Occasional Paper No. 216, Mumbai McKinsey and Company: “Unlocking Growth in Small and Medium Enterprises,” July2020 The Economist (2022). The life-sciences industry is a jewel in Britain’s economy. July 20. Available at: https://www.economist.com/britain/2022/07/20/the-life-sciences-industry-is-a-jewel-in-britains-economy Khanna T. &  Chintan, V(2025), An Idea That got Its AIM Right, The Times of India, January 15.Available at: https://timesofindia.indiatimes.com/blogs/toi-edit-page/an-idea-that-got-its-aim-right/ https://doi.org/10.24052/JBRMR/V19IS02/ART-05 https://jbrmr.com/cdn/article_file/2025-05-17-01-05-17-AM.pdf Chander Shekhar Dogra Satinder Kumar cluster innovation SME triple helix university-industry interaction 985442 175 0