ENTREPRENEURSHIP MARKETING DIMENSIONS AND SUSTAINABILITY OF SMES IN OYO STATE NIGERIA

ADEBIYI,, OLUWASEUN ISAAC (2022) ENTREPRENEURSHIP MARKETING DIMENSIONS AND SUSTAINABILITY OF SMES IN OYO STATE NIGERIA. Masters thesis, Landmark University, Omu Aran, Kwara State.

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Abstract

The contemporary business environment is distinguished by intense competition and complexities as a result, most SMEs in Nigeria are confronted with prevalent difficulties in attaining sustainability. The majority of SMEs in Nigeria cease business operations before they mature, this is mainly because they cannot compete in a cutthroat environment. Hence, the need to adopt entrepreneurial marketing as a strategy for effective competitiveness and achieving sustainability. This study explores the impact of entrepreneurial marketing dimensions (value creation, resource leveraging, and innovativeness) on the sustainability of SMEs in Oyo State. The research is grounded on the Progression Theory of entrepreneurial marketing and the Resource Based View. The study population included owners and managers of SMEs in Oyo State. The use of questionnaires was employed to collect primary data from the participants. The research used a purposive and simple random sampling technique to select the respondents to the questionnaire. Descriptive analysis and Multiple regression were used to analyse the data. Findings reveal that resource leveraging and value creation will significantly enhance the profitability and growth of SMEs. it was also discovered that innovativeness has a low significant impact on the sustainability of SMEs. However, while Innovativeness may not necessarily lead directly to SMEs’ sustainability, its positive association with value creation and resource leveraging has tremendous benefits for SMEs in attaining sustainability. The research suggests that owners/managers of SMEs should place adequate attention on resource leveraging to enhance their chances of optimising profit. The study further recommends that owners/managers of SMEs should incorporate value creation and resource leveraging as strategies in their business operations to achieve business sustainability. Keywords: Entrepreneurial marketing dimensions (E.M.D.), Business Sustainability, Small and medium enterprise (SMEs), Progression Theory, Resource Based view.

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