ENTREPRENEURIAL MARKETING PROACTIVENESS AND ORGANIZATIONAL COMPETITIVENESS OF QUOTED INDUSTRIAL GOODS MANUFACTURING FIRMS IN NIGERIA

Abstract

This study investigated the impact of entrepreneurial marketing Proactiveness on organizational competitiveness in the context of quoted industrial goods manufacturing firms in Nigeria. The study adopted a cross sectional survey research design with the use of explanatory research design and with a causal investigation. The population of the study was the ten (10) quoted industrial goods manufacturing firms in Nigeria. This population was fully sampled. Six (6) managers from marketing, production, finance, human resources sales and the general manager in each firm constituted the respondents of the study. Hence, sixty (60) managers, made up the respondents of the study. The study employed primary  data. Primary data was used with a thirty nine item questionnaire covering the dimensions and measures of entrepreneurial marketing orientation and organizational competitiveness respectively. Sixty copies of the questionnaire were distributed and forty nine (49) copies returned and after editing forty four (44) copies were finally used for the study representing 73% of the total number of questionnaire distributed.  The study employed both univariate descriptive statistics and bivariate inferential statistics. The univariate descriptive statistics that were used are frequencies, percentages, mean, standard deviation, the variance and the bar chart. The bivariate statistics that was used for the study is the simple regression analysis. These statistics were used with the aid of the statistical package for social sciences (SPSS) version 22.0. The findings of the study indicates that entrepreneurial marketing innovativeness has positive and significant impact on the measures of organizational competitiveness; productivity, value creation and new market exploration. We therefore conclude that, entrepreneurial marketing proactiveness significantly improves organizational innovativeness. The study recommends that, the quoted industrial good manufacturing firms in Nigeria should be proactive in their entire business operations and value delivery in the market. This will enhance their competitiveness in the market place. The organization should plan new product or service lunch in the market ahead of the competition in the industry. This will significantly improve their  competitiveness. The industrial goods manufacturing companies in Nigeria should be among the first in the industry to introduce new technology or accept emerging technologies in the market. This will significantly improve their competitiveness and lead in competitive advantage in the industrial manufacturing industry.