Impact of sustainability strategies on small- and medium-sized enterprises in Zimbabwe

Purpose This qualitative multiple-case study aims to explore strategies that owners of small- and medium-sized enterprises (SMEs) in Zimbabwe use to sustain their businesses. Design/methodology/approach The participants of this study consisted of owners of SMEs purposefully selected who were successful in implementing sustainable strategies for over five years. Semi-structured interviews were conducted with each participant to gain a deeper understanding of their experience in implementing sustainable strategies for SMEs. The general systems theory, which specifies the relationship and interaction of a system and its environment, was applied as a framework to explain the sustainability strategies for SMEs in Zimbabwe. Findings Four major themes emerged from data analysis: passion and dedication, quality of products and services, customer satisfaction and employing staff with the right skills. Originality/value The findings from the study addressed the gap on the existing literature and contribute to the body of knowledge on effective business practices, particularly for SMEs in Zimbabwe and other developing economies. The results of the study could catalyze a positive social change by improving workforce capabilities, creating awareness of the success of entrepreneurs in Zimbabwe and increasing the interest of financial institutions in lending to SMEs.