EMPIRICAL ASSESSMENT OF NEXUS AMONG MARKETING ORIENTATION, ENTREPRENEURIAL ORIENTATION AND FIRM PERFORMANCE

Ogunnaike, O.O. and Ekaette, Akaninyene Victor and Adegbuyi, Abimbola A. and Fadeyi, Olatunji (2018) EMPIRICAL ASSESSMENT OF NEXUS AMONG MARKETING ORIENTATION, ENTREPRENEURIAL ORIENTATION AND FIRM PERFORMANCE. Dahomey International Journal. pp. 104-118. ISSN 2550- 7672

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Abstract

This study was carried out to ascertain the strength of the link among marketing orientation, entrepreneurial orientation and firm performance. The objectives of the study include: to examine the effects of entrepreneurial orientation on the performance of the firm, to examine the degree of the relationship between market orientation and performance of the firm, to determine the effect of entrepreneurial marketing on the performance of the firm, to examine the degree of the relationship between entrepreneurial orientation and market orientation, to determine the effect of entrepreneurial marketing and market orientation, to determine the effect of entrepreneurial marketing and entrepreneurial orientation. The study is restricted to employees of the selected firms. While regression was used to test the four hypotheses for this study. The core findings from the result obtained revealed that entrepreneurial marketing implementation was found to be effective in increasing the company’s market share as well as improving their competitive position in the industry, it was found that entrepreneurial marketing plays a crucial role in achievements of the firm’s performance and marketing goals. It was recommended that entrepreneurial and marketing orientation should be inculcated by employees to promote employee performance thereby culminating into the overall firm performance.

Item Type:	Article
Uncontrolled Keywords:	Entrepreneurial marketing, entrepreneurship, entrepreneurial orientation, firm performance.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Divisions:	Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	Mrs Patricia Nwokealisi
Date Deposited:	03 Jul 2019 13:03
Last Modified:	03 Jul 2019 13:03
URI:	http://eprints.covenantuniversity.edu.ng/id/eprint/12789

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