Impact of Entrepreneurial Marketing on Organisational Performance of Small Business Enterprises in Yola, North-East of Nigeria

Theoneste Manishimwe () and Lukman Raimi
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Theoneste Manishimwe: American University of Nigeria

Journal of Emerging Trends in Marketing and Management, 2021, vol. 1, issue 1, 10-21

Abstract: The causal relationship between entrepreneurial marketing (EM) and organisational performance has produced mixed findings in the developed context. This study examined the impact of EM on the organisational performance of small business enterprises (SBEs) in Yola, a region in Northeast Nigeria grappling with the onslaughts of Boko Haram insurgency. This quantitative research adopted a descriptive survey research design as the most appropriate and relevant strategy while relying on the primary data. Primary data were collected through a structured questionnaire. In the absence of a sample frame in the target population, a sample size of 400 SBEs was selected purposively based on the research eligibility criteria. Out of this sample, 257 SBEs filled and returned the questionnaires. Descriptive statistics, factor analysis and regression analysis were undertaken to analyse the data collected. Based on the four hypotheses tested, the results indicated significant positive impacts of entrepreneurial orientation (EO), market orientation (MO) and innovation orientation (IO) on the organizational performance of SBEs, while customer orientation (CO) had an insignificant negative impact. The study concludes that EM practices have a significant positive impact on the overall organisational performance of SBEs in Yola, Nigeria. The study recommends that SBE managers or owners review their implemented entrepreneurship-oriented strategy measures, formulate and implement effective measures, place increased emphasis on the CO measure and engage all their employees in EO and CO to increase the effectiveness of EM practice.

Keywords: Entrepreneurial Marketing; Entrepreneurship Orientation; Market Orientation; Innovation Orientation; Organisational Performance and Small Business Enterprises. (search for similar items in EconPapers)
JEL-codes: L25 L26 L32 M21 M31 (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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