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Achieving Survival of Social Enterprise Through Entrepreneurial Marketing: An Empirical Analysis of Nigeria

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  • NWANKWO Cosmas Anayochukwu

    (University of KwaZulu Natal, Durban, SOUTH AFRICA)

  • KANYANGALE MacDonald Isaac

    (University of KwaZulu Natal, Durban, SOUTH AFRICA)

Abstract

The application of entrepreneurial marketing (EM) strategies to the sustainability of profit and non-profit making ventures has drawn critics from practitioners and academic domains. Many have argued that EM dimensions are designed for profit marking ventures and not for profit venture. This informed the need to examine the effect of EM on the survival of social enterprises (SEs) in Nigeria. The study selected SEs staff in Anambra State, Nigeria using a quantitative research approach. Data were collected from 387 SE staff using a structured questionnaire. Hypotheses were tested using International Business Machine Statistical Package for the Social Sciences (IBM-SPSS) and International Business Machine -Statistical Package for the Social Sciences - Analysis of Moment Structures (IBM-SPSS-AMOS) version 27 that runs exploratory and confirmatory factor analysis and structural equation modelling (SEM). The findings revealed that all the EM dimensions, except market sensing, have significant and positive effect on the survival of SEs in Nigeria. Therefore, the study concluded that EM has significant effect on the survival of SEs in Anambra State, Nigeria. The study recommended that practitioners should adopt and implement EM dimensions as the basic enablers that would sustain the existence of SEs in both Nigeria and beyond.

Suggested Citation

  • NWANKWO Cosmas Anayochukwu & KANYANGALE MacDonald Isaac, 2024. "Achieving Survival of Social Enterprise Through Entrepreneurial Marketing: An Empirical Analysis of Nigeria," Foundations of Management, Sciendo, vol. 16(1), pages 259-272.
    • Handle: RePEc:vrs:founma:v:16:y:2024:i:1:p:259-272:n:1016
    DOI: 10.2478/fman-2024-0016
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    References listed on IDEAS

    as
    1. Hao-Chen Huang, 2016. "Entrepreneurial resources and speed of entrepreneurial success in an emerging market: the moderating effect of entrepreneurship," International Entrepreneurship and Management Journal, Springer, vol. 12(1), pages 1-26, March.
    2. 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.
    3. Luís Farinha & João Ferreira & Borges Gouveia, 2016. "Networks of Innovation and Competitiveness: A Triple Helix Case Study," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 7(1), pages 259-275, March.
    4. Cosmas Anayochukwu Nwankwo & MacDonald Kanyangale, 2020. "Deconstructing entrepreneurial marketing dimensions in small and medium-sized enterprises in Nigeria: a literature analysis," International Journal of Entrepreneurial Venturing, Inderscience Enterprises Ltd, vol. 12(3), pages 321-341.
    5. Mohammad Asgari Ghods, 2019. "Entrepreneurial marketing: the missing link in social enterprise studies," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 9(1), pages 1-12, December.
    6. Gabriel Linton, 2019. "Innovativeness, risk-taking, and proactiveness in startups: a case study and conceptual development," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 9(1), pages 1-21, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    entrepreneurial marketing; social enterprise; survival; Nigeria;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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