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has been cited by the following article:

• TITLE: The Moderating Effect of Strategic Planning on the Relationship between Marketing Strategy and Poultry Farming Cooperatives’ Performance in the Province of Gitega (Burundi)

  AUTHORS: Didace Hatungimana, Patrick Rumeci, Thierry Bahizi

  KEYWORDS: Marketing Strategy, Cooperative, Strategic Planning, Performance, Gitega Province

  JOURNAL NAME: Open Journal of Business and Management, Vol.10 No.5, September 7, 2022

  ABSTRACT: 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 were returned and analyzed. The findings revealed a positively significant moderating effect of strategic planning on the relationship between the marketing strategy and the performance of poultry farming in Gitega province (β = 2.343, p = .001