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Impact of Entrepreneurial Marketing ...

Olurunlambe, Gasali Alabi.

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Impact of Entrepreneurial Marketing on the Performance of Small Scale Enterprises in the North Central, Nigeria.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Impact of Entrepreneurial Marketing on the Performance of Small Scale Enterprises in the North Central, Nigeria./
作者:	Olurunlambe, Gasali Alabi.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	228 p.
附註:	Source: Dissertations Abstracts International, Volume: 82-12, Section: A.
Contained By:	Dissertations Abstracts International82-12A.
標題:	Business administration. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28498480
ISBN:	9798738618918

Impact of Entrepreneurial Marketing on the Performance of Small Scale Enterprises in the North Central, Nigeria.
Olurunlambe, Gasali Alabi.

Impact of Entrepreneurial Marketing on the Performance of Small Scale Enterprises in the North Central, Nigeria. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 228 p.

Source: Dissertations Abstracts International, Volume: 82-12, Section: A.

Thesis (Ph.D.)--Kwara State University (Nigeria), 2021.

This item must not be sold to any third party vendors.

Dynamic natures of marketing environment and tough competition among small scale business owners/managers make traditional marketing concept alone not enough to gain competitive advantage for a firm. Entrepreneurial marketing is a new marketing philosophy that is primarily concerned with creating, communicating and delivering value to customers at profit through the implementation of creative and innovative ideas. Inadequate attention to entrepreneurial dimensions such as proactiveness, innovativeness, value creation and customer intensity has posed a major problem to small scale businesses in Nigeria. The main objective of the study was to determine the effect of entrepreneurial marketing on the performance of small scale enterprises in North Central, Nigeria. The study used both quantitative and qualitative approaches with aid of questionnaire and interview. 2249 small scale owners/managers formed the population of the study which is the total number of registered small scale enterprises in North Central, Nigeria. 343sample size was determined through the use of Yaro Yamani formula. The data that was collected from primary sources were analyzed using both descriptive and inferential statistical techniques. Hypotheses were tested at 0.05% level of significance to check for the truthfulness and falsity of the dependent and independent variables while Nvivo was used to analyze qualitative data collected. The analyses shows that among the four predicting variables for financial performance, proactiveness is the variable that best predict the criterion with the following values (β =.334, t= 5.956, p<.000). The next vital predictor in order of importance is the innovativeness (β = .292, t= 5.105, p< .000). This is followed by customer intensity (β = .247, t= 4.230, p< .000) and finally, value creation (β = .188, t= 3.903, p< .000). All are significantly related to profitability. The four independent variables impacted on the directional hypothesis. Also, among the four predicting variables on market performance, proactiveness is still the variable that best predict the criterion with the following values (β =.405, t= 6.891, p<.000). The next vital predictor in order of importance is the innovativeness (β = .292, t= 5.274, p< .000). This is followed by customer intensity (β = .247, t= 4.240, p< .000). However, value creation (β = .051, t= 1.049, p< .295) is not significantly related to market performance. Three out of four independent variables impacted on the directional hypothesis. Therefore, hypotheses H1, H2 and H3 are accepted, whereas H4 is rejected. The findings revealed that there is a positive and significant relationship between innovativeness, customer intensity, proactiveness, value creation and small scale enterprises performance. Therefore, entrepreneurial marketing have significant impact on small scale performance in the North Central Nigeria. The study concluded that entrepreneurial marketing has positive impact on the small scale business performance. The study therefore recommended that to gain competitive advantage, firms should exhibit proactiveness which reflects entrepreneurial willingness to dominate competitors through a combination of proactive and aggressive moves.

ISBN: 9798738618918Subjects--Topical Terms:

3168311
Business administration.
Subjects--Index Terms:

Enterprises

Impact of Entrepreneurial Marketing on the Performance of Small Scale Enterprises in the North Central, Nigeria.
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