ENTREPRENEURIAL MARKETING INNOVATIVENESS AND ORGANIZATIONAL COMPETITIVENESS OF QUOTED INDUSTRIAL GOODS MANUFACTURING FIRMS IN NIGERIA

Abstract

This study investigated the impact of entrepreneurial marketing innovativeness on organizational competitiveness in the context of quoted industrial goods manufacturing firms in Nigeria. The study adopted a cross sectional survey research design with the use of explanatory research design and with a causal investigation. The population of the study was the ten (10) quoted industrial goods manufacturing firms in Nigeria. This population was fully sampled. Six (6) managers from marketing, production, finance, human resources sales and the general manager in each firm constituted the respondents of the study. Hence, sixty (60) managers, made up the respondents of the study. The study employed primary  data. Primary data was used with a thirty nine item questionnaire covering the dimensions and measures of entrepreneurial marketing orientation and organizational competitiveness respectively. Sixty copies of the questionnaire were distributed and forty nine (49) copies returned and after editing forty four (44) copies were finally used for the study representing 73% of the total number of questionnaire distributed.  The study employed both univariate descriptive statistics and bivariate inferential statistics. The univariate descriptive statistics that were used are frequencies, percentages, mean, standard deviation, the variance and the bar chart. The bivariate statistics that was used for the study is the simple regression analysis. These statistics were used with the aid of the statistical package for social sciences (SPSS) version 22.0. The findings of the study indicates that entrepreneurial marketing innovativeness has positive and significant impact on the measures of organizational competitiveness; productivity, value creation and new market exploration. We therefore conclude that, entrepreneurial marketing innovativeness significantly improves organizational innovativeness. The study recommends that, the quoted industrial good manufacturing firms should take a lead in the introduction of new production technologies, new processes etc. This will enhance their competitiveness in the industry. The organizations should be the first to embrace new business models introduced in the industry, accept changes in the business environment. This will make the companies to be adaptive to changes and be competiveness in the market place. The quoted industrial goods manufacturing firms should focus on innovativeness and innovation in their entire value delivery chain. This will help the companies to develop new products and services, meet the changing requirements of the market and enhance their competitiveness both in the domestic market and the global market place. The execution of these recommendations will enhance the productivity, superior value creation and new market entry and drive the competitiveness of the quoted industrial goods manufacturing firms both in the domestic market and in the global market place.