Entrepreneurial Marketing And SMEs Growth In Post Covid-19 Era In Awka, Anambra State, Nigeria

Published: Sep 2, 2022

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.

Keywords:
1. Covid-19
2. Entrepreneurial–marketing
3. Growth
4. SMEs
5. Technology
Authors:
1 . Fabian Anoke
https://orcid.org/0000-0001-7629-6694
2 . Nzewi Hope Ngozi
3 . Eze Solomon Uchechukwu
4 . Igwebuike Joyce
How to Cite
Anoke, F., Ngozi, N. . H., Uchechukwu, E. S., & Joyce, I. (2022). Entrepreneurial Marketing And SMEs Growth In Post Covid-19 Era In Awka, Anambra State, Nigeria. International Journal of Financial, Accounting, and Management, 4(2), 115–127. https://doi.org/10.35912/ijfam.v4i2.833

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