Organizational Commitment, Marketing Competencies and Enterprise Operation of Philippine Rural Development Project (PRDP) Proponent Groups

This study, conducted in June 2026, determined the level of organizational commitment, marketing competencies, and enterprise operations performance of PRDP proponent groups. Using a descriptive-correlational research design, the study involved members of PRDP proponent groups who served as respondents. Data were gathered using a structured questionnaire that assessed organizational commitment in terms of affective commitment, continuance commitment, and normative commitment; marketing competencies in terms of product development and quality management, pricing strategies, promotion and communication, and market networking and customer relations; and enterprise operations performance in terms of production efficiency, financial management, operational management, and sustainability and growth. Findings revealed that the respondents demonstrated high levels of organizational commitment, marketing competencies, and enterprise operations performance. Significant relationships were found between organizational commitment and enterprise operations performance, as well as between marketing competencies and enterprise operations performance. The results indicate that committed members and effective marketing practices contribute to improved enterprise operations and sustainability. Overall, the study highlights the importance of strengthening organizational commitment and enhancing marketing competencies to improve the performance, competitiveness, and long-term sustainability of PRDP proponent groups.

This chapter presents an overview of the study

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