Strategic Marketing and Competitive Performance: An Empirical in Ogun State, Nigeria

Abiodun Eniola Alao, Sydney Akinsunmi, Aliu Ajani Odunmbaku and Adebola Lawrence Adeeko

Review of scholarly articles showed a gap in knowledge between strategic marketing practice and performance of small and medium enterprises in Nigeria. The paper focuses on testing the relationship between strategic marketing practice and MSMEs performance in Ogun state, Nigeria. The evidence collected from 234 samples of MSMEs operators and owners showed a strong relationship between strategic marketing and competitive performance of MSMEs, measurable in terms of sales, market share, profit and growth. This implies the need for MSMEs in Nigeria to improve on their strategic marketing content towards ensuring higher competitive performance.

DOI : https://doi.org/10.21102/wjm.2017.03.81.12