Entrepreneurial Marketing and Performance of Chemical Manufacturing Firms In Nigeria

Abstract:

The study examined the influence of entrepreneurial marketing on performance of selected chemical manufacturing firms in Nigeria using Anambra State as point of reference. The study investigated the extent entrepreneurial marketing dimensions of innovativeness, proactiveness risk management and opportunity recognition influence the performance of the selected chemical manufacturing firms in Anambra State of Nigeria. The study adopted a cross sectional survey research design. The target population of the study was 4932 while the sample size was 370. Primary source of data collection for analysis was used. The study utilized 346 usable copies of questionnaire and evaluated the influence of entrepreneurial marketing measures on the performance of chemical manufacturing firms in Anambra State of Nigeria. Structural equation modeling technique was used to test the four formulated hypotheses at 5% level of significance. The findings from the research showed that entrepreneurial innovativeness, proactiveness, risk management and opportunity recognition had positive significant influence on the performance of chemical manufacturing firms in Anambra State of Nigeria. The research recommends that Nigerian chemical manufacturers and entrepreneurs should continue to invest more on entrepreneurial marketing dimensions for improved performance and sustainability.