Entrepreneurial Marketing And SMEs Growth In Post Covid-19 Era In Awka, Anambra State, Nigeria
Abstract:
Purpose: This study aimed at examining the effect of entrepreneurial marketing on SMEs growth in the post- Covid-19 Era in Awka Anambra State Nigeria.
Research methodology: The study adopted a qualitative research design with five participants. An in-depth interview was used to elicit relevant information from the respondents. Data generated were carefully transcribed, reviewed, and harmonized. Thematic categories were created and categorized into two major themes- technological-driven marketing and need-oriented entrepreneurial marketing.
Results: The study revealed that need-oriented marketing and technology-driven marketing are pivotal to the growth and sustainability of SMEs in the post-Covid-19 Era.
Limitations: The restriction on gathering of people more than ten by the State Government due to the Covid-19 limited our study as the researchers would have loved to have a group and interactive decisions with the participants.
Contribution: The result of this study will serve as an eye-opener to Nigerian policymakers and SME operators to key into modern entrepreneurial marketing tools and selvage her already depressed economy.
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Abdul, K (2020). The rewards and challenges of entrepreneurial marketing in SMEs. British Journal of Managemeand Marketing Studies. 3(4), 19-36
Adamu I. (2020). Marketing capabilities and firm performance. International Journal of Productivity and Performance Management. 65(6), 104-1017.
Anoke, A.F., Nzewi, H.N., Agagbo, O.C., and Onu, A. N. (2021) Micro-insurance services and growth women entrepreneurs in Onitsha, Anambra State, Nigeria. International Journal of Innovative Sciences and Research Technology. 6(8), 507-513
Anoke, A.F., Osita, F.C., and Okafor, J.N. (2021). Business mentoring as a strategy for entrepreneurship growth in Abia State, Nigeria. International Journal of Business and Management. 23(7), 60-67
Awan, A. G. & Hashmi, S. (2014). Marketing practices of small and medium-size enterprises: A case study of SMEs In Multan District. European Journal of Business and Innovation Research. 2(6). 9-20.
Ayandibu, A. O. & Houghton, J., (2017). The role of small and medium scale enterprise in local economic development. Journal of Business and Retail Management Research, 11(2), 133-139.
Chinedu, O. F., Dennis, M. O., & Chikwuemeka-Onuzulike, N. (2020). Impact of Covid-19 on the survival of Igbo owned businesses in Nigeria: the nexus. International Journal of Financial, Accounting, and Management, 2(2), 121-130. https://doi.org/10.35912/ijfam.v2i2.178
Collinson, E. & Shaw, E. (2001). Entrepreneurial marketing: A historical perspective on development and practice". Management Decision Journal. 39(9), 761-766.
Creswell, J. W. (2013). Qualitative inquiry and research design: Choosing among the five approaches. SAGE Publications, Inc, Thousand Oaks, California. [Google Scholar]
Dilek. P. (2014). Effect of socio-demographic variables on entrepreneurial marketing among potential SME owners: A Case Study in Turkey. Journal of Business, Economics & Finance 3 (2), 138-152.
Dissanayake, D. (2021). Battle with Covid-19: the best recommendations for business professionals. Annals of Human Resource Management Research, 1(1), 1-14. https://doi.org/10.35912/ahrmr.v1i1.321
Eze. U. W. (2015). The implications of sports and sports marketing for entrepreneurship development in Nigeria. International Journal of Current Research and Academic Review. 3, (6),204-210.
Gerald, E., Obianuju, A., & Chukwunonso, N. (2020). Strategic agility and performance of small and medium enterprises in the phase of Covid-19 pandemic. International Journal of Financial, Accounting, and Management, 2(1), 41-50. https://doi.org/10.35912/ijfam.v2i1.163
Ikupolati, A.O., Adeyeye, M.M., Oni,E.O., Olatunle.M.A & Obafumi,M.O. (2017). Entrepreneurs' managerial skills as determinants for SMEs growth in Nigeria. Journal of Small Business and Entrepreneurship Development.5(1),1-6
Isaac, MO., Fabian, AA and Nkechi, OA (2020). Effect of employees' development on the performance of National Assembly, Nigeria, Abuja. Journal of Business Economic.management.8(10),366-373.
Jones, R. & Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual exploration. International Small Business Journal, 29(1), 25-36.
Isiguzo. C. (2016). Ohuabunwa: Nigeria needs proactive economic team to overcome her economic challenges. THISDAYNewspapers online (July 20, 2016)
Kamarudin, H. S. & Yusof, M. (2017). Entrepreneurial marketing and characteristics of animation technopreneurs: Journal Entrepreneurial Management. 12(7), 906-915.
Kamboj, S. & Rahman, Z., (2015). Marketing capabilities and firm performance: literature review and future research agenda. International Journal of Productivity and Performance Management, 64(8).1041-1067.
Karadag, H. (2016). The role of SMEs and entrepreneurship on economic growth in emerging economies within the post-crisis era: An analysis from Turkey. Journal of Small Business and Entrepreneurship Development.4 (1), 22-31.
Kotler, P. (2003). Marketing Management 11th ed. Upper Saddle River NJ. Prentice-Hall.
Maharani, B.D., and Hutami, L.T.H. (2019). Entrepreneurship intention based on modified theory of planned behavior. Journal of Business Studies and management Review. 3(1),15-20
Morina, D. & Gashi, P. (2016). Role of SMEs on the economic development: Kosoya's case. Journal of Small Business and Entrepreneurship Development.4(1), 22-31.
Morris, M. H., Schindehutte, M. & LaForge, R. W. (2002). Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives. Journal of Marketing Theory and Practice. 10(4), 1-19.
Mwangi. H. W. & Henry. B. (2013). Effects of entrepreneurial marketing practices on the growth of hair Salons: A Case study of hair salons in Kiambu Township. International Journal of Academic Research in Business and Social Sciences. 3, (5). 467-480
Nwankwo, C.A., & Kanyangale, M.I. (2019). Marketing orientation and survival of SMEs in Nigeria. Foundations of Management vol11. DOI:10.2478/fman-2019-0024
Nzewi, H.N,. Arachie, A., Ibrahim, M., & Okoli,G.(2021).Physical work environment and employees performance in selected Brewing firms in Anambra State Nigeria. Journal of Good Governance and Sustainable Development in Africa.4(2),131-145
Ogunode, P.O., Abereola,S.N., Samuel,N.,& Oloyede,O.A.(2020). Entrepreneurship marketing and performance of SMEs in Nigeria. International Journal of Small Business and Entrepreneurship Research.8(1),39-52.
Ojiaku, O. C., Ojiagu, N. C., & Agbasi, O. E. (2020). Collaborative entrepreneurship, diversity management, and entrepreneurial performance of small and medium scale firms in Nigeria. International Journal of Financial, Accounting, and Management, 2(2), 131-144. https://doi.org/10.35912/ijfam.v2i2.169T
Olaniyan, T., Ogbuanu, B., & Oduguwa, A (2017). Effect of entrepreneurial marketing on SMEs development in Nigeria. International Journal of Advanced Studies in Business Strategies and Management.5(2),48-60.
Onalu, C.E., Uchechukwu,N.E., and Okoye,U.O.(2020). Covid-19 responses and social work education in Nigeria: Matters arising. International Journal of Social Work Education. 39(8),1037-1047.
Osita, F.C., Anoke, A.F., Eze, S.U., and Onuzulike-Chukwuemeka, N. (2012). Organizational culture and hotel-quality management service delivery in Enugu Metropolis, Enugu Nigeria. International Journal of Social Science and Human Research.4 (8), 2204-2210.
Rashad, N. M. (2018). Impact of entrepreneurial marketing and dimensions on the organizational performance within Saudi SMEs. Eurasian Journal of Business and Management, 6(3). 61-71.
Sagolsem, A. (2019). Entrepreneurial marketing as sustainable competitive advantage for SME's: An exploratory study within the Irish Flower Industry. Dublin: Dublin Business School.
- Abdul, K (2020). The rewards and challenges of entrepreneurial marketing in SMEs. British Journal of Managemeand Marketing Studies. 3(4), 19-36
- Adamu I. (2020). Marketing capabilities and firm performance. International Journal of Productivity and Performance Management. 65(6), 104-1017.
- Anoke, A.F., Nzewi, H.N., Agagbo, O.C., and Onu, A. N. (2021) Micro-insurance services and growth women entrepreneurs in Onitsha, Anambra State, Nigeria. International Journal of Innovative Sciences and Research Technology. 6(8), 507-513
- Anoke, A.F., Osita, F.C., and Okafor, J.N. (2021). Business mentoring as a strategy for entrepreneurship growth in Abia State, Nigeria. International Journal of Business and Management. 23(7), 60-67
- Awan, A. G. & Hashmi, S. (2014). Marketing practices of small and medium-size enterprises: A case study of SMEs In Multan District. European Journal of Business and Innovation Research. 2(6). 9-20.
- Ayandibu, A. O. & Houghton, J., (2017). The role of small and medium scale enterprise in local economic development. Journal of Business and Retail Management Research, 11(2), 133-139.
- Chinedu, O. F., Dennis, M. O., & Chikwuemeka-Onuzulike, N. (2020). Impact of Covid-19 on the survival of Igbo owned businesses in Nigeria: the nexus. International Journal of Financial, Accounting, and Management, 2(2), 121-130. https://doi.org/10.35912/ijfam.v2i2.178
- Collinson, E. & Shaw, E. (2001). Entrepreneurial marketing: A historical perspective on development and practice". Management Decision Journal. 39(9), 761-766.
- Creswell, J. W. (2013). Qualitative inquiry and research design: Choosing among the five approaches. SAGE Publications, Inc, Thousand Oaks, California. [Google Scholar]
- Dilek. P. (2014). Effect of socio-demographic variables on entrepreneurial marketing among potential SME owners: A Case Study in Turkey. Journal of Business, Economics & Finance 3 (2), 138-152.
- Dissanayake, D. (2021). Battle with Covid-19: the best recommendations for business professionals. Annals of Human Resource Management Research, 1(1), 1-14. https://doi.org/10.35912/ahrmr.v1i1.321
- Eze. U. W. (2015). The implications of sports and sports marketing for entrepreneurship development in Nigeria. International Journal of Current Research and Academic Review. 3, (6),204-210.
- Gerald, E., Obianuju, A., & Chukwunonso, N. (2020). Strategic agility and performance of small and medium enterprises in the phase of Covid-19 pandemic. International Journal of Financial, Accounting, and Management, 2(1), 41-50. https://doi.org/10.35912/ijfam.v2i1.163
- Ikupolati, A.O., Adeyeye, M.M., Oni,E.O., Olatunle.M.A & Obafumi,M.O. (2017). Entrepreneurs' managerial skills as determinants for SMEs growth in Nigeria. Journal of Small Business and Entrepreneurship Development.5(1),1-6
- Isaac, MO., Fabian, AA and Nkechi, OA (2020). Effect of employees' development on the performance of National Assembly, Nigeria, Abuja. Journal of Business Economic.management.8(10),366-373.
- Jones, R. & Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual exploration. International Small Business Journal, 29(1), 25-36.
- Isiguzo. C. (2016). Ohuabunwa: Nigeria needs proactive economic team to overcome her economic challenges. THISDAYNewspapers online (July 20, 2016)
- Kamarudin, H. S. & Yusof, M. (2017). Entrepreneurial marketing and characteristics of animation technopreneurs: Journal Entrepreneurial Management. 12(7), 906-915.
- Kamboj, S. & Rahman, Z., (2015). Marketing capabilities and firm performance: literature review and future research agenda. International Journal of Productivity and Performance Management, 64(8).1041-1067.
- Karadag, H. (2016). The role of SMEs and entrepreneurship on economic growth in emerging economies within the post-crisis era: An analysis from Turkey. Journal of Small Business and Entrepreneurship Development.4 (1), 22-31.
- Kotler, P. (2003). Marketing Management 11th ed. Upper Saddle River NJ. Prentice-Hall.
- Maharani, B.D., and Hutami, L.T.H. (2019). Entrepreneurship intention based on modified theory of planned behavior. Journal of Business Studies and management Review. 3(1),15-20
- Morina, D. & Gashi, P. (2016). Role of SMEs on the economic development: Kosoya's case. Journal of Small Business and Entrepreneurship Development.4(1), 22-31.
- Morris, M. H., Schindehutte, M. & LaForge, R. W. (2002). Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives. Journal of Marketing Theory and Practice. 10(4), 1-19.
- Mwangi. H. W. & Henry. B. (2013). Effects of entrepreneurial marketing practices on the growth of hair Salons: A Case study of hair salons in Kiambu Township. International Journal of Academic Research in Business and Social Sciences. 3, (5). 467-480
- Nwankwo, C.A., & Kanyangale, M.I. (2019). Marketing orientation and survival of SMEs in Nigeria. Foundations of Management vol11. DOI:10.2478/fman-2019-0024
- Nzewi, H.N,. Arachie, A., Ibrahim, M., & Okoli,G.(2021).Physical work environment and employees performance in selected Brewing firms in Anambra State Nigeria. Journal of Good Governance and Sustainable Development in Africa.4(2),131-145
- Ogunode, P.O., Abereola,S.N., Samuel,N.,& Oloyede,O.A.(2020). Entrepreneurship marketing and performance of SMEs in Nigeria. International Journal of Small Business and Entrepreneurship Research.8(1),39-52.
- Ojiaku, O. C., Ojiagu, N. C., & Agbasi, O. E. (2020). Collaborative entrepreneurship, diversity management, and entrepreneurial performance of small and medium scale firms in Nigeria. International Journal of Financial, Accounting, and Management, 2(2), 131-144. https://doi.org/10.35912/ijfam.v2i2.169T
- Olaniyan, T., Ogbuanu, B., & Oduguwa, A (2017). Effect of entrepreneurial marketing on SMEs development in Nigeria. International Journal of Advanced Studies in Business Strategies and Management.5(2),48-60.
- Onalu, C.E., Uchechukwu,N.E., and Okoye,U.O.(2020). Covid-19 responses and social work education in Nigeria: Matters arising. International Journal of Social Work Education. 39(8),1037-1047.
- Osita, F.C., Anoke, A.F., Eze, S.U., and Onuzulike-Chukwuemeka, N. (2012). Organizational culture and hotel-quality management service delivery in Enugu Metropolis, Enugu Nigeria. International Journal of Social Science and Human Research.4 (8), 2204-2210.
- Rashad, N. M. (2018). Impact of entrepreneurial marketing and dimensions on the organizational performance within Saudi SMEs. Eurasian Journal of Business and Management, 6(3). 61-71.
- Sagolsem, A. (2019). Entrepreneurial marketing as sustainable competitive advantage for SME's: An exploratory study within the Irish Flower Industry. Dublin: Dublin Business School.