Entrepreneurial Marketing Practices and the Performance of Small and Medium Enterprises in Kogi State

Journal of Entrepreneurial and Business Diversity Pub Date : 2023-07-31 DOI:10.38142/jebd.v1i3.125

Ibrahim Olawale Nafiu, Cynthia Unekwu Alogwuja, Anthonia Uloko, Bertha Mercy Okpebenyo

{"title":"Entrepreneurial Marketing Practices and the Performance of Small and Medium Enterprises in Kogi State","authors":"Ibrahim Olawale Nafiu, Cynthia Unekwu Alogwuja, Anthonia Uloko, Bertha Mercy Okpebenyo","doi":"10.38142/jebd.v1i3.125","DOIUrl":null,"url":null,"abstract":"Purpose: This study is aimed at the entrepreneurial marketing practices (EMP) and performance of small and medium enterprises (SMEs) in Kogi State.Methodology:A survey research design was used for the study. The researchers gathered data from 208 participants. The data collected were analyzed using descriptive statistics and multiple regression analysis.Findings: Findings showed that SMEs' proactive-ness (PROA) and customer satisfaction have a negative association. However, the relationship is insignificant (p>0.05). Risk-taking (RSKT) and innovativeness (INVT) of SMEs and customer satisfaction have a favorable link that is statistically significant (p<0.05).Implication:The study concludes that SME owners and managers must properly evaluate their EMP, which may be the possible cause of the inability to cope with the dynamic and competitive business climate. The study recommended, among others, that SME owners and managers embrace more innovativeness and risk-taking disposition to achieve improved performance relative to customer satisfaction and combine entrepreneurial marketing skills of risk-taking and innovativeness.","PeriodicalId":202196,"journal":{"name":"Journal of Entrepreneurial and Business Diversity","volume":"60 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2023-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Entrepreneurial and Business Diversity","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.38142/jebd.v1i3.125","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}

引用次数: 0

Abstract

Purpose: This study is aimed at the entrepreneurial marketing practices (EMP) and performance of small and medium enterprises (SMEs) in Kogi State.Methodology:A survey research design was used for the study. The researchers gathered data from 208 participants. The data collected were analyzed using descriptive statistics and multiple regression analysis.Findings: Findings showed that SMEs' proactive-ness (PROA) and customer satisfaction have a negative association. However, the relationship is insignificant (p>0.05). Risk-taking (RSKT) and innovativeness (INVT) of SMEs and customer satisfaction have a favorable link that is statistically significant (p<0.05).Implication:The study concludes that SME owners and managers must properly evaluate their EMP, which may be the possible cause of the inability to cope with the dynamic and competitive business climate. The study recommended, among others, that SME owners and managers embrace more innovativeness and risk-taking disposition to achieve improved performance relative to customer satisfaction and combine entrepreneurial marketing skills of risk-taking and innovativeness.

查看原文本刊更多论文

科吉州中小企业的创业营销实践与绩效

目的：本研究旨在探讨科吉州中小企业的创业营销实践（EMP）和绩效。方法：本研究采用了调查研究设计。研究人员收集了 208 名参与者的数据。采用描述性统计和多元回归分析法对收集到的数据进行了分析：研究结果表明，中小企业的主动性（PROA）与客户满意度呈负相关。然而，两者之间的关系并不显著（P>0.05）。意义：研究得出结论，中小企业所有者和管理者必须正确评估他们的经营管理计划，这可能是导致他们无法应对充满活力和竞争的商业环境的原因。研究建议，除其他外，中小企业所有者和管理者应更具创新性和冒险性，以提高客户满意度，并将冒险性和创新性等企业营销技能结合起来。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Entrepreneurial and Business Diversity

自引率

0.00%

发文量