ENTREPRENEURIAL MARKETING INNOVATIVENESS AND ECONOMIC DEVELOPMENT OF LOCAL GOVERNMENT AREAS IN RIVERS STATE

Abstract

This study investigated the relationship between entrepreneurial marketing innovativeness and economic development in the context of local government areas in Rivers State. Literature review research design was used in this study. Entrepreneurial marketing innovativeness is the ability of a firm to introduce new products, new services, new production technologies etc. It is the process of innovation at work. Economic development is about the improvement of the general wellbeing of the citizenry by reducing poverty, unemployment and inequality while increasing the income of the people. It also includes increase in productivity and output which is measured with gross domestic product (GDP) and GDP per capita etc. Globalization and liberalization of the markets has increased competition and dynamics of the wider business environment. Innovativeness is a proactive posture of the firm in adapting to these changes while providing superior and differentiated products and services to the market in order to attain sustainable competitive advantage. Thus, entrepreneurial marketing innovativeness implemented by firms help drive business performance. Most institutions in the public and private sectors leverage innovativeness in order to adapt to the environment so as to enhance their business positively. It is therefore, recommended that managers of local government in Rivers State should employ entrepreneurial marketing innovative activities in order to bring about effective public service delivery in their local government areas.