EFFECT OF ENTREPRENEURIAL MARKETING PRACTICES

Entrepreneurial Marketing (EM) practices have been identified as one of the important key ingredients for superior performance and global competitiveness in Small and Medium Enterprises (SMEs). The success or failure of SMEs is said to rests in part on the nature and types of marketing practices they employ. This study investigated the effect of Entrepreneurial Marketing practices on the performance of Small and Medium Enterprises (SMEs) in Lagos State, Nigeria. The place of Entrepreneurial marketing practices in positively enhancing the performance of Small and Medium Scale Enterprises has often attracted mixed conclusions, yet SMEs are essential to economic growth in Nigeria and they are a major source of employment and contribute significantly towards the Gross Domestic Products (GDP). A cross-sectional survey design was put in place for the study. The unit of analysis was organizations while the owner/managers of SMEs were the respondents. Systematic, simple random and snowbell sampling techniques were employed to collect the needed data for the study. A sample size of 370 SMEs covering all sectors that exist in the study area was drawn from a population of 11, 663 SMEs.

Autorentext

PETER VICTOR Holder of MASTER OF BUSINESS ADMINISTRATION, SCHOOL OF POSTGRADUATE STUDIES, AHMADU BELLO UNIVERSITY, ZARIA.