ENTREPRENEURIAL MARKETING ORIENTATION AND BUSINESS SUCCESS OF CEMENT FIRMS IN SOUTH-SOUTH, NIGERIA.
Keywords:Entrepreneurial Marketing Orientation, Customer Intimacy and Opportunity Focus
The study examined the relationship between entrepreneurial marketing orientation and business success of cement firms in south-south, Nigeria. The study adopted correlational survey design; the population of the study comprised of 10 cement firms in South-South, Nigeria gotten from https://www.cemnet.com/global-cement-report/country/nigeria. The unit population consists of one hundred (100) managerial staff (production managers, quality control managers, marketing managers and procurement managers). To generate data for the study, the questionnaire was distributed in the frame of ten (10) copies per firm. A total of one hundred (100) copies of the questionnaire were distributed. The reliability of the instrument was determined using the Cronbach's alpha test with the aid of Statistical Package for Social Sciences (SPSS) version 23 and it stood at 0.98 higher than the benchmark of 0.7. The data collected for this study were analyzed through descriptive and inferential statistics. The Spearman Rank Order Correlation Technique was employed to test the various hypotheses formulated. The findings reveled that entrepreneurial marketing orientation significantly relate with business success of cement firms in South-South, Nigeria; in with the findings, the study concluded that cement firms need to continuously explore entrepreneurial opportunities and create positive relationship with customers because their resources can only enable them to temporary sustain competitive advantage. In view of the findings and conclusions of the study, the following recommendations were given: That, entrepreneurial managers’ should always create new opportunities by entering new market; it enables a firm to compete favourably in its industry and increase its sales volume and also cement firms should be customer oriented.