IDEAS home Printed from https://ideas.repec.org/a/aes/jetimm/v1y2021i1p10-21.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.etimm.ase.ro/RePEc/aes/jetimm/2021/ETIMM_V01_2021_21.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jing Zhang & Yanling Duan, 2010. "Empirical study on the impact of market orientation and innovation orientation on new product performance of Chinese manufacturers," Nankai Business Review International, Emerald Group Publishing Limited, vol. 1(2), pages 214-231, June.
    2. Minet Schindehutte & Michael Morris, 2010. "Entrepreneurial marketing strategy: lessons from the Red Queen," International Journal of Entrepreneurship and Innovation Management, Inderscience Enterprises Ltd, vol. 11(1), pages 75-94.
    3. Babor, T.F. & Robaina, K., 2013. "Public health, academic medicine, and the alcohol industry's corporate social responsibility activities," American Journal of Public Health, American Public Health Association, vol. 103(2), pages 206-214.
    4. Azar, Goudarz & Ciabuschi, Francesco, 2017. "Organizational innovation, technological innovation, and export performance: The effects of innovation radicalness and extensiveness," International Business Review, Elsevier, vol. 26(2), pages 324-336.
    5. Jing Zhang & Yanling Duan, 2010. "Empirical study on the impact of market orientation and innovation orientation on new product performance of Chinese manufacturers," Nankai Business Review International, Emerald Group Publishing Limited, vol. 1(2), pages 214-231, June.
    6. Kati Schmengler & Sascha Kraus, 2010. "Entrepreneurial marketing over the internet: an explorative qualitative empirical analysis," International Journal of Entrepreneurial Venturing, Inderscience Enterprises Ltd, vol. 2(1), pages 56-71.
    7. Anthony Abiodun Eniola & Harry Entebang, 2015. "Government Policy and Performance of Small and Medium Business Management," 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. 5(2), pages 237-248, February.
    8. C. Brooke Dobni, 2010. "The Relationship Between An Innovation Orientation And Competitive Strategy," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 14(02), pages 331-357.
    9. Nehal Marrai Rashad, 2018. "The Impact Of Entrepreneurial Marketing Dimensions On The Organizational Performance Within Saudi Smes," Eurasian Journal of Business and Management, Eurasian Publications, vol. 6(3), pages 61-71.
    10. Talke, Katrin & Salomo, Søren & Kock, Alexander, 2011. "Top ManagementTeam Diversity and Strategic Innovation Orientation: The Relationship and Consequences for Innovativeness and Performance," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 63286, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    11. Matsuo, Makoto, 2006. "Customer orientation, conflict, and innovativeness in Japanese sales departments," Journal of Business Research, Elsevier, vol. 59(2), pages 242-250, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    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. Tsui-Yii Shih, 2018. "Determinants of Enterprises Radical Innovation and Performance: Insights into Strategic Orientation of Cultural and Creative Enterprises," Sustainability, MDPI, vol. 10(6), pages 1-22, June.
    2. La Hatani & Hasanuddin Bua & Mukhtar & Dasmin Sidu & La Ode Geo, 2016. "Development Model of Cacao Agro-Industry with Sectoral Competitive Advantage Based in Southeast Sulawesi, Indonesia," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 17(2), pages 229-246, June.
    3. Wang, Liwen & Jin, Jason Lu & Zhou, Kevin Zheng & Li, Caroline Bingxin & Yin, Eden, 2020. "Does customer participation hurt new product development performance? Customer role, product newness, and conflict," Journal of Business Research, Elsevier, vol. 109(C), pages 246-259.
    4. Pratono, Aluisius Hery & Mahmood, Rosli, 2014. "The Moderating Effect of Environmental Turbulence in the Relationship between Entrepreneurial Management and Firm Performance," MPRA Paper 58493, University Library of Munich, Germany.
    5. Monika Stelmaszczyk & Agata Pierscieniak & Denisa Abrudan, 2023. "Managerial decisions and new product development in the circular economy model enterprise: absorptive capacity and a mediating role of strategic orientation," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 50(1), pages 35-49, March.
    6. Juan Pablo Diánez-González & Carmen Camelo-Ordaz, 2016. "How management team composition affects academic spin-offs’ entrepreneurial orientation: the mediating role of conflict," The Journal of Technology Transfer, Springer, vol. 41(3), pages 530-557, June.
    7. Younès El Manzani & Jean Jack Cegarra, 2023. "The complementary effect of quality management and proactive market orientation on radical product innovation under environmental uncertainty," Post-Print hal-04182964, HAL.
    8. Ni Made Wahyuni, 2020. "An Integrative Model of Market Orientation on Innovation Performance," GATR Journals jmmr239, Global Academy of Training and Research (GATR) Enterprise.
    9. Yao-Chin Lin & Chun-Liang Chen & Cheng-Fu Chao & Wei-Hung Chen & Henry Pandia, 2020. "The Study of Evaluation Index of Growth Evaluation of Science and Technological Innovation Micro-Enterprises," Sustainability, MDPI, vol. 12(15), pages 1-25, August.
    10. Bandara, KBTUK & Jayasundara, JMSB & Naradda Gamage, Sisira Kumara & Ekanayake, EMS & Rajapackshe, PSK & Abeyrathne, GAKNJ & Prasanna, RPIR, 2020. "Entrepreneurial Marketing & Performance of Small & Medium Enterprises in Developed and Developing Economies: A Conceptual Exploration," MPRA Paper 104341, University Library of Munich, Germany.
    11. Sophie Hooge & Cédric Dalmasso & Frédéric Garcias, 2018. "Is Intrapreneurship Scalable? The Challenge Of Managing A Massive Internal Startup Call," Post-Print hal-01843048, HAL.
    12. Hansen, Eric & Rasmussen, Casper Claudi & Nybakk, Erlend, 2017. "Recessionary period activities in forest sector firms: Impacts on innovativeness," Journal of Forest Economics, Elsevier, vol. 28(C), pages 80-86.
    13. Mohd Nur Ruzainy Alwi* & Amar Hisham Jaaffar & Nur Amira Yahya & Nurnazurah Azami, 2018. "Research Framework for the Impact of Innovative Mindset, Innovative Behaviour, and Innovation Performance on Competitive Advantage: An Application for Halal Smes Owner-Manager," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 718-723:2.
    14. Georgios Giotis & Evangelia Papadionysiou, 2022. "The Role of Managerial and Technological Innovations in the Tourism Industry: A Review of the Empirical Literature," Sustainability, MDPI, vol. 14(9), pages 1-20, April.
    15. Maher A. Al-Shmam & Hosam Alden Riyadh & Salsabila Aisyah Alfaiza, 2021. "The Business and Accounting Technology Innovation for Better Firm Performance: A Case of Malaysian Firms," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 10, November.
    16. Vendrell-Herrero, Ferran & Bustinza, Oscar F. & Opazo-Basaez, Marco, 2021. "Information technologies and product-service innovation: The moderating role of service R&D team structure," Journal of Business Research, Elsevier, vol. 128(C), pages 673-687.
    17. Federica VIGANO & Andrea SALUSTRI, 2015. "Matching profit and Non-profit Needs: How NPOs and Cooperative Contribute to Growth in Time of Crisis. A Quantitative Approach," Annals of Public and Cooperative Economics, Wiley Blackwell, vol. 86(1), pages 157-178, March.
    18. Haddoud, Mohamed Yacine & Kock, Ned & Onjewu, Adah-Kole Emmanuel & Jafari-Sadeghi, Vahid & Jones, Paul, 2023. "Technology, innovation and SMEs' export intensity: Evidence from Morocco," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    19. Min, Yijie & Liao, Yi-Chuan & Chen, Zhijun, 2022. "The side effect of business group membership: How do business group isomorphic pressures affect organizational innovation in affiliated firms?," Journal of Business Research, Elsevier, vol. 141(C), pages 380-392.
    20. İpek, İlayda & Bıçakcıoğlu-Peynirci, Nilay, 2020. "Export market orientation: An integrative review and directions for future research," International Business Review, Elsevier, vol. 29(4).

    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

    Statistics

    Access and download statistics

    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:aes:jetimm:v:1:y:2021:i:1:p:10-21. 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: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    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.