IDEAS home Printed from https://ideas.repec.org/a/vrs/founma/v11y2019i1p291-304n24.html
   My bibliography  Save this article

Market Orientation and Survival of Small and Medium Enterprises in Nigeria

Author

Listed:
  • Nwankwo Cosmas Anayochukwu

    (Chukwuemeka Odumegwu Ojukwu University (Anambra State University), Nigeria)

  • Kanyangale Macdonald Isaac

    (University of KwaZulu Natal, South Africa)

Abstract

The adoption of a market orientation (MO) model for effective management of small and medium enterprises (SMEs) in Nigeria and beyond has drawn diverse views. Extant studies conducted in Nigeria in the past decades have leveraged on the existing entrepreneurial marketing model that has not significantly contributed to the survival of SMEs in Nigeria. The objective of this quantitative study is to investigate the effects of MO on the survival of manufacturing SMEs in Nigeria. The study adopted a positivistic ontology and descriptive survey design. The study randomly selected 387 owner-managers of manufacturing SMEs in Nigeria. The results show that MO significantly contributed to the survival of SMEs in Nigeria. Based on the results, the study recommends that integrative Entrepreneurial Marketing (EM) should be adopted by both the owners and managers of SMEs as this would help reduce the rate of business failure in Nigeria.

Suggested Citation

  • Nwankwo Cosmas Anayochukwu & Kanyangale Macdonald Isaac, 2019. "Market Orientation and Survival of Small and Medium Enterprises in Nigeria," Foundations of Management, Sciendo, vol. 11(1), pages 291-304, January.
    • Handle: RePEc:vrs:founma:v:11:y:2019:i:1:p:291-304:n:24
    DOI: 10.2478/fman-2019-0024
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/fman-2019-0024
    Download Restriction: no
    File URL: https://libkey.io/10.2478/fman-2019-0024?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Gainer, Brenda & Padanyi, Paulette, 2005. "The relationship between market-oriented activities and market-oriented culture: implications for the development of market orientation in nonprofit service organizations," Journal of Business Research, Elsevier, vol. 58(6), pages 854-862, June.
    2. Youn Kue Na & Sungmin Kang & Hye Yeon Jeong, 2019. "The Effect of Market Orientation on Performance of Sharing Economy Business: Focusing on Marketing Innovation and Sustainable Competitive Advantage," Sustainability, MDPI, vol. 11(3), pages 1-19, January.
    3. Aliyu Mukhtar Shehu & Rosli Mahmood, 2014. "Influence of Entrepreneurial Orientation and Business Environment on Small and Medium Firm Performance: A PLS Approach," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 4(4), pages 1-8.
    4. Sombultawee, Kedwadee & Boon-itt, Sakun, 2018. "Marketing-operations alignment: A review of the literature and theoretical background," Operations Research Perspectives, Elsevier, vol. 5(C), pages 1-12.
    5. Katou, Anastasia A. & Budhwar, Pawan S., 2010. "Causal relationship between HRM policies and organisational performance: Evidence from the Greek manufacturing sector," European Management Journal, Elsevier, vol. 28(1), pages 25-39, February.
    6. Bernard J. Jaworski & Ajay K. Kohli, 2017. "Conducting field-based, discovery-oriented research: lessons from our market orientation research experience," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 4-12, June.
    7. Rémi Mencarelli & Arnaud Riviere, 2015. "Perceived value in B2B and B2C: A comparative approach and cross-fertilization," Post-Print halshs-01157807, HAL.
    8. Giovana Bueno & Elaine John & Franciane Reinert Lyra & Fernando Cesar Lenzi, 2016. "Knowledge Management, Market Orientation and Innovation: a study at a Technology Park of Santa Catarina," Brazilian Business Review, Fucape Business School, vol. 13(3), pages 70-89, May.
    9. P.K.A. Ladipo & A. Ganiyu Rahim & C. Abayomi Oguntoyibo & I. Olatunji Okikiola, 2016. "Market Orientation and Business Performance: a Study of Interrelationships and Effects in a Small sized Hotels within Lagos State Metropolis," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 2(4), pages 98-119, December.
    10. Ledyard Tucker & Charles Lewis, 1973. "A reliability coefficient for maximum likelihood factor analysis," Psychometrika, Springer;The Psychometric Society, vol. 38(1), pages 1-10, March.
    11. Hsiang Ling Chen & Chun-Hui Hsu, 2013. "Entrepreneurial orientation and firm performance in non-profit service organizations: contingent effect of market orientation," The Service Industries Journal, Taylor & Francis Journals, vol. 33(5), pages 445-466, April.
    12. Patrik Jangl, 2015. "Relationship Between Market Orientation and Business Performance in Czech and German High-Tech Firms," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 27(2), pages 153-170.
    13. Uzairu Muhammad Gwadabe & Noor Aina Amirah, 2017. "Entrepreneurial Competencies: SMEs Performance Factor in the Challenging Nigerian Economy," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 3(4), pages 55-61, December.
    14. Hassan Ghorbani & Mohammad Reza Dalvi & Iman Hirmanpour, 2014. "Studying the Effect of Market Orientation on Marketing Effectiveness Case Study: Hotels in Isfahan province," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(1), pages 570-579, January.
    15. Bylon Abeeku Bamfo & Jerry Jay Kraa, 2019. "Market orientation and performance of small and medium enterprises in Ghana: The mediating role of innovation," Cogent Business & Management, Taylor & Francis Journals, vol. 6(1), pages 1605703-160, January.
    16. Rajan Varadarajan, 2017. "Innovating for sustainability: a framework for sustainable innovations and a model of sustainable innovations orientation," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 14-36, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sulaiman Olusegun Atiku & Ziska Fields & Ethel Abe, 2017. "Cultural Values and Human Resource Outcomes in the Nigerian Banking Industry," SPOUDAI Journal of Economics and Business, SPOUDAI Journal of Economics and Business, University of Piraeus, vol. 67(2), pages 26-46, April-Jun.
    2. Chih-Hsing Liu & Quoc Phong La & Yen-Ling Ng & Rullyana Puspitaningrum Mamengko, 2023. "Discovering the Sustainable Innovation Service Process of Organizational Environment, Information Sharing and Satisfaction: The Moderating Roles of Pressure," Sustainability, MDPI, vol. 15(14), pages 1-26, July.
    3. Bhattarai, Charan Raj & Kwong, Caleb C.Y. & Tasavori, Misagh, 2019. "Market orientation, market disruptiveness capability and social enterprise performance: An empirical study from the United Kingdom," Journal of Business Research, Elsevier, vol. 96(C), pages 47-60.
    4. Monica Clarkson Gajere, 2023. "Strategic orientation and performance of SMEs in Nigeria: moderating role of competitive intensity," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 13(1), pages 1-13, December.
    5. Aliyu Mukhtar Shehu & Rosli Mahmood, 2014. "An Empirical Analysis of Market Orientation and Business Performance Relationship in the Context of Developing Economy," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(9), pages 219-232, September.
    6. Hu, Hui & Qi, Shaozhou & Chen, Yuanzhi, 2023. "Using green technology for a better tomorrow: How enterprises and government utilize the carbon trading system and incentive policies," China Economic Review, Elsevier, vol. 78(C).
    7. Nusirat Ojuolape Gold & Fauziah Md. Taib & Yaxin Ma, 2022. "Firm-Level Attributes, Industry-Specific Factors, Stakeholder Pressure, and Country-Level Attributes: Global Evidence of What Inspires Corporate Sustainability Practices and Performance," Sustainability, MDPI, vol. 14(20), pages 1-28, October.
    8. Nuanphromsakul, Kajohnjak & Szczepańska-Woszczyna, Katarzyna & Kot, Sebastian & Chaveesuk, Singha & Chaiyasoonthorn, Wornchanok, 2022. "Sustainability of Rubber Farmers Cooperatives: Empirical Evaluation of Determining Factors," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 14(4), December.
    9. Petteri Repo & Kaisa Matschoss, 2019. "Social Innovation for Sustainability Challenges," Sustainability, MDPI, vol. 12(1), pages 1-12, December.
    10. Mark Shevlin & David Boyda & James Houston & Jamie Murphy, 2015. "Measurement of the psychosis continuum: Modelling the frequency and distress of subclinical psychotic experiences," Psychosis, Taylor & Francis Journals, vol. 7(2), pages 108-118, April.
    11. Ibrahim A. Elshaer & Alaa M. S. Azazz & Yahdih Semlali & Mahmoud A. Mansour & Mohammed N. Elziny & Sameh Fayyad, 2024. "The Nexus between Green Transformational Leadership, Employee Behavior, and Organizational Support in the Hospitality Industry," Administrative Sciences, MDPI, vol. 14(6), pages 1-22, May.
    12. E. Huebner & Rich Gilman & James Laughlin, 1999. "A Multimethod Investigation of the Multidimensionality of Children's Well-Being Reports: Discriminant Validity of Life Satisfaction and Self-Esteem," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 46(1), pages 1-22, January.
    13. Ana Labella-Fernández & M. Mar Serrano-Arcos & Belén Payán-Sánchez, 2021. "Firm Growth as a Driver of Sustainable Product Innovation: Mediation and Moderation Analysis. Evidence from Manufacturing Firms," IJERPH, MDPI, vol. 18(5), pages 1-22, March.
    14. Ali Safarnejad & Jose-Antonio Izazola-Licea, 2017. "Direct and indirect effects of enablers on HIV testing, initiation and retention in antiretroviral treatment and AIDS related mortality," PLOS ONE, Public Library of Science, vol. 12(2), pages 1-15, February.
    15. Varadarajan, Rajan & Kaul, Rupali, 2018. "Doing well by doing good innovations: alleviation of social problems in emerging markets through corporate social innovations," Journal of Business Research, Elsevier, vol. 86(C), pages 225-233.
    16. Lili Tian & Li Zhang & E. Scott Huebner & Xiaoting Zheng & Wang Liu, 2016. "The Longitudinal Relationship Between School Belonging and Subjective Well-Being in School Among Elementary School Students," Applied Research in Quality of Life, Springer;International Society for Quality-of-Life Studies, vol. 11(4), pages 1269-1285, December.
    17. Faiz Muhammad Khuwaja & Waheed Ali Umrani & Sanober Salman Shaikh & Ammar Ahmed & Sanaullah Shar, 2019. "University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities," SAGE Open, , vol. 9(2), pages 21582440198, June.
    18. Ronald S. Burt, 1973. "Confirmatory Factor-Analytic Structures and the Theory Construction Process," Sociological Methods & Research, , vol. 2(2), pages 131-190, November.
    19. Evangeline I. Chirayil & Claire L. Thompson & Sue Burney, 2014. "Predicting Human Papilloma Virus Vaccination and Pap Smear Screening Intentions Among Young Singaporean Women Using the Theory of Planned Behavior," SAGE Open, , vol. 4(4), pages 21582440145, October.
    20. Chong, Melody P.M. & Muethel, Miriam & Richards, Malika & Fu, Ping Ping & Peng, Tai-Kuang & Shang, Yu Fan & Caldas, Miguel P., 2013. "Influence behaviors and employees’ reactions: An empirical test among six societies based on a transactional–relational contract model," Journal of World Business, Elsevier, vol. 48(3), pages 373-384.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:founma:v:11:y:2019:i:1:p:291-304:n:24. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.