Faculty of Management Sciences, Federal University Otuoke
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Otika Udoka Stephen1, Nwaizugbo Ireneus2 & Nwaizugbo Ireneus3
Entrepreneurial marketing practices and competitive advantage of small and medium size enterprises in Enugu State was studied to examine the effect of entrepreneurial marketing dimensions on competitive advantage of small and medium size enterprises in Enugu state. The study applied descriptive research design with the aid of survey method in obtaining the data needed. The sample size of the study was 356 owners/managers of small and medium-sized enterprise in Enugu state. Descriptive Statistics and multiple regressions analytical tool were used to analyze the data. Findings reveal that proactiveness has no significant relationship with competitive advantage. Opportunity focuses has statistically significant relationship with competitive advantage. Risk- taking has no significant relationship with competitive advantage. Innovativeness has statistical significance relationship with competitive advantage. Customer intensity has no statistical significance relationship with competitive advantage; resource leveraging has no statistical significant relationship with competitive advantage. Value creation has significant relationship with competitive advantage. We conclude that SMEs operators should emphasis on innovativeness, opportunity focus, and value creation, this will enable them compete favorably.
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Entrepreneurial Marketing Practices and Competitive Advantage of Small and Medium Size Enterprises in Nigeria
Otika Udoka Stephen, Nwaizugbo Ireneus & Nwaizugbo Ireneus
Editorial
Published: 28 September 2024
8(1) 17 - 47.
Abstract
Affiliations
Department of Marketing, Evangel University, Akaeze, Ebonyi State1
Department of Marketing, Nnamdi Azikiwe University, Awka2,3
Department of Marketing, Nnamdi Azikiwe University, Awka2,3
Corresponding Author
Otika Udoka Stephen
Cite this article
Otika Udoka Stephen, Nwaizugbo Ireneus & Nwaizugbo Ireneus (2024). Entrepreneurial Marketing Practices and Competitive Advantage of Small and Medium Size Enterprises in Nigeria. Otuoke Journal of Management Sciences, 8(2) 17 - 47.
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