IMPACT OF STRATEGIC MARKETING ON COMPETITIVE ADYANTAGE AND ORGANIZATIONAL PERFORMANCE IN NIGERIAN TELECOMMUNICATION INDUSTRY
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Date
2016
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Abstract
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.