THEMATIC ANALYSIS OF ENTREPRENEURIAL MARKETING AND PERFORMANCE OF SMALL SCALE ENTERPRISES (SSES) IN KWARA STATE, NIGERIA
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Date
2020
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Abstract
Marketing practice in the 21st century is a tough one for marketing professionals because the market place is so
dynamic that traditional marketing concepts and tools alone cannot cope with. Marketing practices require
something extra by way of entrepreneurship skills to complement traditional marketing, a mindset for opportunity driven and innovativeness. Today’s marketplace presents small business enterprises and their
owners/managers/entrepreneurs, who have little or no structural knowledge of marketing, yet are making
tremendous progress in the marketplace through entrepreneurial skills. Hence, the study examined the impact of
entrepreneurial marketing on the performance of small business enterprises in Kwara State. Phenomenological
research design through the use of interviews was adopted for the study. The study randomly conducted an interview
with ten selected eateries. The results revealed that entrepreneurial marketing dimensions( Innovativeness, value
creation, Pro-activeness, and customer intensity) have a strong effect on the performance of SBES. It also revealed
entrepreneurial marketing has an effect on small business performance. Other dimensions of entrepreneurial
marketing were also revealed from the thematic analysis. The study concluded that entrepreneurial marketing
significantly impacts the business performance of SBEs. The study recommends that SBEs should intensify more on
the adoption and practice of entrepreneurial marketing dimension mentioned in this study to have better
performance on their business. Also, there is a need for the private sector to play an important role in the
development and shaping of entrepreneurial marketing dimensions.
Description
Firms in Nigeria find themselves in a competitive environment characterized by increased
risk and decreased ability to forecast. Today, small firms are facing intensive and aggressive
competition from local and international firms