ENTREPRENEURIAL INNOVATION AND MARKETING SUCCESS OF MANUFACTURING SME’S IN RIVERS STATE
This study investigated the effect of entrepreneurial orientation on marketing performance of SMEs in Rivers State, Nigeria. The population for this study is 377 registered SMEs in Rivers State of Nigeria. The study espoused the purposive sampling technique and the key informants approach to weigh up Chief Executive Officers (CEOs) or branch managers of the firms studied. The study was therefore, an organizational based, with 377 SMEs executives administered with questionnaires. Resultantly, only 248 questionnaires were considered for analysis, arriving at a response rate of 65%. The regression analysis technique was used to appreciate the influence of entrepreneurial orientation on marketing performance, while the hierarchical regression technique was engaged to test the moderating role of market orientation on the relationship between entrepreneurial orientation and marketing performance. The result shows that, entrepreneurial orientation has a positive and significant relationship with marketing performance at 0.05 significant levels. The study concludes that, entrepreneurial orientation positively and significantly influences marketing performance in SMEs in Rivers State of Nigeria. The study recommends that SMEs should adopt entrepreneurial orientation to achieve superior marketing performance, as it would help them to survive in the contemporary competitive business environment.