The Impact of Entrepreneurial Marketing on MSMEs’ Performance in Nigeria

Taiwo A. Muritala
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Taiwo A. Muritala: Walter Sisulu University, Mthatha (South Africa)

IJEP, 2025, vol. 8, issue 02, Pages : 420-435

Abstract: There is considerable debate on the entrepreneurial marketing construct's nature, its dimensionality, interdependence, and the characteristics of its dimensions. Entrepreneurial marketing behaviour can affect the success and performance of micro, small and medium-scale enterprises (MSMEs). The study investigates the influence of entrepreneurial marketing on the performance of MSMEs in Nigeria. The study used descriptive statistics of frequency counts, based on sample selection of 132 respondents to generate data. The Pearson Product Moment Coefficient was used to test the hypotheses, and the P-value was used to arrive at a rejection or acceptance decision. Factors studied include proactiveness, being opportunity focused, being customer centric, value creation and innovation. The results obtained from the analysis showed that there exists a positive relationship between all the independent variables studied (opportunity focused, being customer centric, value creation and innovation) and dependent variables (MSMEs performance). The researcher recommended that MSMEs owners and managers should be more proactive with business activities. MSMEs owners and managers should constantly search for opportunities in the environment, to align and even be ahead of the ever-changing business environment. MSME Owners and managers should constantly be more customer centric, MSMEs owners and managers should be more value oriented, constantly ensuring that their products and services delivers gains or solve important problems for the customers.

Keywords: MSMEs performance; proactiveness; opportunity-focused; customer-focused; value creation; innovation (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:bjm:ijep00:v:8:y:2025:i:02:id:397

DOI: 10.54241/2065-008-002-025

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