Browsing by Author "AKANNI, ILanre Fatai"

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    IMPACT OF STRATEGIC MARKETING ON COMPETITIVE ADYANTAGE AND ORGANIZATIONAL PERFORMANCE IN NIGERIAN TELECOMMUNICATION INDUSTRY
    (2016) OLANIPEKUN, Wahid Damilola; BRIMAH, Aminu Nassir; BRIMAH, Bolatito Amudat; AKANNI, ILanre Fatai
    The turbulent nature of business environment makes it important for organizations to adopt srategic marketing. The study examined the impact of strategic marketing on competitive advantage and organization performance in Nigerian Telecommunication lndustry using the resource based theory as its theoretical basis. Primary data were collected from respondents through a structured questionnaire. The data collected were analyzed using both descriptive statistics such as mean, standard deviation amd inferential statistics such as Pearson Product Moment Correlation Coeficient and Anatysis of Variance (ANOVA). The findingsof the study revealedtha indeed the adoption and implementation of strategic marketing practices makes an organization not only to be proactive to changes but also initiate positive changes that consequently leads to competitive advantage and sustainable performance. It was recommended that organizations should continuously maintain, sustain and improve strategicmanagement practices since it is an indispensable tool for organization performance.