THE NEXUS BETWEEN ENTREPRENEURIAL MARKETING AND MICRO SCALE BUSINESS PERFORMANCE IN OGUN STATE, NIGERIA
The study investigated the relationship between entrepreneurial marketing dimensions and performance of micro scale businesses in Ogun East Senatorial District in Ogun Stae, Nigeria. The survey research design was employed and purposive sampling technique was used to select a sample of 259 out of th...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Publishing House of Rzeszow University of Technology
2022-10-01
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| Series: | Modern Management Review |
| Subjects: | |
| Online Access: | https://journals.prz.edu.pl/mmr/article/view/634 |
| _version_ | 1811238508877053952 |
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| author | Michael Segun OGUNMUYIWA Sarat Ololade ONANUGA |
| author_facet | Michael Segun OGUNMUYIWA Sarat Ololade ONANUGA |
| author_sort | Michael Segun OGUNMUYIWA |
| collection | DOAJ |
| description | The study investigated the relationship between entrepreneurial marketing dimensions and performance of micro scale businesses in Ogun East Senatorial District in Ogun Stae, Nigeria. The survey research design was employed and purposive sampling technique was used to select a sample of 259 out of the 270 copies of the structured questionnaire administered to owners and managers of micro scale businesses in all the Nine (9) Local Government Areas in the study area. Employing regression analysis technique, empirical findings revealed that all the entrepreneurial marketing dimensions (innovativeness, proactiveness, risk-taking, resources leveraging and value creation) except innovativeness are positively and significantly related to micro scale business performance. The study recommends that micro scale businesses as well as government and non-governmental organizations should incorporate and practice the five major constructs of entrepreneurial marketing dimensions in order to achieve the desired results and enhance micro scale business performance in Nigeria. |
| first_indexed | 2024-04-12T12:42:56Z |
| format | Article |
| id | doaj.art-60cf65c3dab24a22a3c4d0ea46345ae2 |
| institution | Directory Open Access Journal |
| issn | 2300-6366 2353-0758 |
| language | English |
| last_indexed | 2024-04-12T12:42:56Z |
| publishDate | 2022-10-01 |
| publisher | Publishing House of Rzeszow University of Technology |
| record_format | Article |
| series | Modern Management Review |
| spelling | doaj.art-60cf65c3dab24a22a3c4d0ea46345ae22022-12-22T03:32:43ZengPublishing House of Rzeszow University of TechnologyModern Management Review2300-63662353-07582022-10-01273394810.7862/rz2022.mmr.15634THE NEXUS BETWEEN ENTREPRENEURIAL MARKETING AND MICRO SCALE BUSINESS PERFORMANCE IN OGUN STATE, NIGERIAMichael Segun OGUNMUYIWA0Sarat Ololade ONANUGA1Olabisi Onabanjo UniversityOlabisi Onabanjo UniversityThe study investigated the relationship between entrepreneurial marketing dimensions and performance of micro scale businesses in Ogun East Senatorial District in Ogun Stae, Nigeria. The survey research design was employed and purposive sampling technique was used to select a sample of 259 out of the 270 copies of the structured questionnaire administered to owners and managers of micro scale businesses in all the Nine (9) Local Government Areas in the study area. Employing regression analysis technique, empirical findings revealed that all the entrepreneurial marketing dimensions (innovativeness, proactiveness, risk-taking, resources leveraging and value creation) except innovativeness are positively and significantly related to micro scale business performance. The study recommends that micro scale businesses as well as government and non-governmental organizations should incorporate and practice the five major constructs of entrepreneurial marketing dimensions in order to achieve the desired results and enhance micro scale business performance in Nigeria.https://journals.prz.edu.pl/mmr/article/view/634entrepreneurshipmarketingentrepreneurial marketingmicro scale businessperformance |
| spellingShingle | Michael Segun OGUNMUYIWA Sarat Ololade ONANUGA THE NEXUS BETWEEN ENTREPRENEURIAL MARKETING AND MICRO SCALE BUSINESS PERFORMANCE IN OGUN STATE, NIGERIA Modern Management Review entrepreneurship marketing entrepreneurial marketing micro scale business performance |
| title | THE NEXUS BETWEEN ENTREPRENEURIAL MARKETING AND MICRO SCALE BUSINESS PERFORMANCE IN OGUN STATE, NIGERIA |
| title_full | THE NEXUS BETWEEN ENTREPRENEURIAL MARKETING AND MICRO SCALE BUSINESS PERFORMANCE IN OGUN STATE, NIGERIA |
| title_fullStr | THE NEXUS BETWEEN ENTREPRENEURIAL MARKETING AND MICRO SCALE BUSINESS PERFORMANCE IN OGUN STATE, NIGERIA |
| title_full_unstemmed | THE NEXUS BETWEEN ENTREPRENEURIAL MARKETING AND MICRO SCALE BUSINESS PERFORMANCE IN OGUN STATE, NIGERIA |
| title_short | THE NEXUS BETWEEN ENTREPRENEURIAL MARKETING AND MICRO SCALE BUSINESS PERFORMANCE IN OGUN STATE, NIGERIA |
| title_sort | nexus between entrepreneurial marketing and micro scale business performance in ogun state nigeria |
| topic | entrepreneurship marketing entrepreneurial marketing micro scale business performance |
| url | https://journals.prz.edu.pl/mmr/article/view/634 |
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