Entrepreneurial Marketing Resource Leveraging and Organizational Competitiveness of Quoted Industrial Goods Manufacturing Firms in Nigeria
Vol. 5 Issue 2
This study investigated the impact of entrepreneurial marketing resource leveraging and organizational competitiveness in the context of quoted industrial goods manufacturing firms in Nigeria. The study adopted a cross sectional survey research design. 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 which covered the measurement items of resource leveraging and the dimensions of organizational competitiveness, productivity, value creation and new market exploration. The study employed both univeriate and bivariate statistics. The univariate descriptive statistics that were used are frequencies, percentages, mean, standard deviation, the variance. The bivariate statistics that were used for the study are 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 are that entrepreneurial marketing resource leveraging has positive and significant impact on the measures of organizational competitiveness such as productivity, value creation and new market exploration. Again, resources leveraging significantly account for changes in organizational competitiveness measures; productivity, value creation and new market exploration of quoted industrial goods manufacturing firms in Nigeria. The study therefore recommends that, the quoted industrial goods manufacturing firms should adopt superior resources, value adding resources, which should be optimally and efficiently integrated. This will bring about productivity, value creation, new market entry and enhance the competitiveness of the quoted industrial goods firms both in the domestic market and the global marketplace.
