SUSTAINABILITY MARKETING AND ECONOMIC PERFORMANCE OF QUOTED SMEs IN NIGERIA

Amadi Lawrence and Barido Tamka Samuel
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Amadi Lawrence: Department of Marketing, Faculty of Business Studies, Ignatius Ajuru University of Education, Nigeria.
Barido Tamka Samuel: Department of Marketing, Faculty of Business Studies, Ignatius Ajuru University of Education, Nigeria.

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Abstract: This paper explored the relationship between sustainability marketing and economic performance of quoted SMEs in Nigeria. The study espoused the cross-sectional research design where data were acquired from managers of quoted SMEs in Nigeria. A well-thought-out questionnaire was used to obtain data from the respondents. The data acquired were analyzed statistically while the hypotheses were tested espousing the Spearman Rank Order Correlation Coefficient (SROCC). The bivariate analysis was done with the aid of SPSS. The findings signified that sustainability product development has a strong positive and substantial relationship with economic performance (profitability growth and market share growth) of quoted SMEs in Nigeria. The study also found a strong positive and substantial relationship amid sustainable packaging and economic performance (profitability growth and market share growth) of quoted SMEs in Nigeria. The study equally discovered a strong positive and substantial relationship amid sustainable distribution and economic performance (profitability growth and market share growth) of quoted SMEs in Nigeria. Based on these findings, it was concluded that sustainability marketing positively and substantially enhance the economic performance of quoted SMEs in Nigeria. The study therefore recommended that quoted SMEs in Nigeria especially those that are experiencing poor economic performance should espouse sustainability marketing strategy as it would enhance their economic performance.

Date: 2021-08-05
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Published in Journal of Global Economics, Management and Business Research, 2021, 13 (3), pp.20-32

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05155850

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