Doctor of Philosophy (Ph.D.) Theses and Dissertations

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Browsing Doctor of Philosophy (Ph.D.) Theses and Dissertations by Author "EGWU, Bridget Uchenna"

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    Entreprenurial marketing strategies and performance of small and medium scale enterprises in southwestern Nigeria
    (Department of Management and Accounting, Faculty of Administration, Obafemi Awolowo University., 2022) EGWU, Bridget Uchenna
    This study investigated the extent of usage of entrepreneurial marketing strategies by Small and Medium Enterprises (SMEs) , analysed the determinant of entrepreneurial marketing strategies used by SMEs, and identified the challenges managers of SMES encountered in the use of entrepreneurial marketing strategies in South western Nigeria. It also examined the effect of entrepreneurial marketing strategies on performance of SMEs in the study area. These were with the view to providing information on the influence of entrepreneurial marketing strategies on performance of SMEs in Southwestern Nigeria. The study adopted descriptive survey research design. The population of the study comprised 21,476 registered SMEs in southwestern Nigeria (SMEDAN 2017). Multi-stage sampling was used for the study. At the first stage, three states with much presence of SMEs namely Lagos, Oyo and Osun states were purposively selected among six existing states in Southwestern Nigeria. At the second stage, Ikeja, Ibadan and Osogbo were purposively selected being the state capitals. At the third stage, stratified sampling technique was used to select the SMEs; the SMEs were categorized into manufacturing and service rendering in each state capital, and proportionate sampling technique was used in selecting 45 SMEs owners and or managers manufacturing sector, and 255 owners and or managers from the service rendering sectortotalling 300 respondents. Structured questionnaire on Entrepreneurial Marketing xiv Strategies (SQEMAS) was used to elicit information from owners and managers of SMEs. Data collected were analysed using simple percentages, means, standard deviation, and Ordinary Least Squares regression technique. The results showed that the extent of usage of Entrepreneurial Marketing Strategies by SMEs in Southwestern Nigeria with means of each marketing strategy used on a scale of 5.0 (1≤ ̅ ≤5) in parenthesis included innovativeness ( ̅̅ ), proactiveness ( ̅ ), risk-taking ( ̅ ), resource leverage ( ̅ ), opportunity driven ( ̅ ), value creation ( ̅ ), and customer orientation ( ̅ ), to a large extent. Also, the determinants of entrepreneurial marketing strategies (EMS) used by SMEs included: maintenance of brand and customer loyalty (77.3%), winning competitive advantage (69.8%), introduction of new technology (61.5%), increase in revenue (59.5%), avoidance of out-dated products and services (56.9%), and new opportunities available in the external environment (52.2%). Furthermore, the study identified Fiscal policy (double taxation) ( ̅ ), finance constraints ( ̅ ), poor marketing strategies ( ̅ ), non-existence of research and development ( ̅ ), (low adoption of Information Communication Technology) ( ̅ ), and poor organisational skills ( ̅ ) were the key challenges SMEs encountered in the use of entrepreneurial marketing strategies in the study area on the scale of (1 ≤ ̅ ≤ 5). Moreover, the results showed that EMS had positive significant effect on performance of SMEs (F= 7.46; p <0.05) and specifically only innovativeness (t = 2.50, p < 0.05) and risk-taking (t = 3.031, p < 0.05) had significant effect on performance of SME’s in Southwestern Nigeria. The study concluded that employing entrepreneurial marketing strategies by small and medium-scale enterprises boosted organizational performance.