Assessment of Post Environmental Disaster on The Marketing Activities of Small Scale Enterprises in South-South Nigeria

Anionwu, Carol and Nwaizugbo, Ireneus C. and Ukenna, Stephen (2014) Assessment of Post Environmental Disaster on The Marketing Activities of Small Scale Enterprises in South-South Nigeria. Journal of Business Behavioral Sciences, 26 (3). ISSN 1099-5374

PDF Download (3MB)

Abstract

In organizational sciences, existing organi zation literature holds that enterprises should match oral ign their marketing practices and strategies with opportunities and threats caused by the environment in which they operate. But this alignment does not necessarily take place in all cases. Organizational sc ience provides the idea that environmental variables may only marginally affect marketing practices. This study attempts to find out how small scale businesses adapted or responded in the post fire di saster situation. The study addresses a gap in literature about the influence of environmental discontinuities (or disaster) on the marketing mix of small scale enterprises (SSEs). 300 responde nts (small bus iness owners) who we re victims of a major fire disaster in Calabar Watt Market were sampled. A five point Iikert scale was used to generate primary data from responde nts. The data analysis cons isted of descriptive analysis and multiple regressions. Four models were exam ined. Findings reveal among other things that organizations (small scale business) realized that the environment changed, and aligned their marketing strategies/practices. Product and place variables were seen as more effective post disaster recovery strategies than price and promotion variables. It is therefore recommended that marketing strategy should be adopted as a tool for post disaster recovery for SSEs.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	Mrs Patricia Nwokealisi
Date Deposited:	18 Jan 2018 07:57
Last Modified:	18 Jan 2018 07:57
URI:	http://eprints.covenantuniversity.edu.ng/id/eprint/10064

Actions (login required)

View Item