Entrepreneurial Marketing and Business Sustainability of Shoe Making Firms in Rivers State Nigeria

Authors : Ifekanandu Chukwudi Christian; Chukwu God’swill Chinedu; Kingsley Uyiosa Asemota

Volume/Issue : Volume 8 - 2023, Issue 8 - August

Google Scholar : https://bit.ly/3TmGbDi

Scribd : https://tinyurl.com/bded4rx8

DOI : https://doi.org/10.5281/zenodo.8305018

The study examined entrepreneurial marketing and business sustainability of shoe making firms in Rivers State. The objectives of the study was to determine the relationship between innovation and market share, and value creation and competiveness of shoe making firms in Rivers State. The study employed correlational research design. Correlational research design involves the collection of data in order to objectively determine the link between variables. The population of this study consisted of seventy (70) managers identified from fifty (50) registered shoe manufacturing firms in Rivers State. The sample size of thirty (30) were selected at random for the purpose of the study. Questionnaire was instrument of data collection. The reliability of the instrument was tested through SPSS Conbach’s Alpha and it stood at 0.97 higher than Nunnally's (1978) benchmark of 0.7. Pearson Product Moment Correlations was employed to analyze the hypotheses with the aid of SPSS analytical tool version 22. Findings of the study revealed a strong relationship between dimensions of entrepreneurial marketing and the dimensions of business sustainability. The study concluded that entrepreneurship marketing uses innovative ways to improve consumers perception by providing new goods, services, or methods that reduce detrimental activities while also generating profits for the entrepreneur. Based on the conclusion the study recommended that entrepreneurial managers’ should always come up with new innovations because innovation drives manufacturing activities; it enables a firm to compete favourably in its industry and increase its sales volume. Entrepreneurial managers’ should always learn to discover new sources of customer value and create unique combinations of resources to produce value. Shoe manufacturing managers should always fine-tune untapped sources of customer value and create superior value for customers.

Keywords : Entrepreneurial Marketing; Business Sustainability; Innovation; Value Creation; Competitiveness; Market Share.


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31 - December - 2023

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