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

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  • Theoneste MANISHIMWE

    (American University of Nigeria)

  • Lukman RAIMI

    (Universiti Brunei Darussalam, Brunei)

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.

Suggested Citation

  • Theoneste MANISHIMWE & Lukman RAIMI, 2021. "Impact of Entrepreneurial Marketing on Organisational Performance of Small Business Enterprises in Yola, North-East of Nigeria," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 10-21, August.
    • Handle: RePEc:aes:jetimm:v:1:y:2021:i:1:p:10-21
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    References listed on IDEAS

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    Cited by:

    1. Theoneste Manishimwe & Lukman Raimi & Chidnma Julius Azubuike, 2022. "Customer-centric influence of entrepreneurial marketing on business performance of hotels in Nigeria during the COVID-19 crisis," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(6), pages 668-683, December.

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    More about this item

    Keywords

    Entrepreneurial Marketing; Entrepreneurship Orientation; Market Orientation; Innovation Orientation; Organisational Performance and Small Business Enterprises.;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • L32 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Public Enterprises; Public-Private Enterprises

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