University Links: Home Page | Site Map
Covenant University Repository

Marketing Strategy and Performance: Evidence from Nigerian Export Companies

Oyeniyi, Omotayo and Obamiro, J. K. and Ogunnaike, O.O. (2008) Marketing Strategy and Performance: Evidence from Nigerian Export Companies. International Journal of Social and Management Sciences, 2 (1). pp. 6-21. ISSN 1504-8446

[img] PDF
Download (2MB)


In a developing country like Nigeria, earning from export especially non-oil export is an important element of the country’s Gross National Product (GNP). Globalization of trade has also led a number of companies to search for markets beyond the domestic markets. This study aims at explaining the effects of firms’ strategic factors on export performance of Nigerian companies. The key strategic factors on export and its marketing plan will cover all aspects of the product, promotion, pricing and distribution. The challenge of the strategies to be used is whether it should be standardized or adapted to the conditions of the foreign market. The effects of these strategies show that the firms’ product adaptation, promotion adaptation and the firm marketing position affect the firm’s export performance.

Item Type: Article
Uncontrolled Keywords: Marketing strategies, Export performance, and Standardization adaptation
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mrs Hannah Akinwumi
Date Deposited: 19 Mar 2015 14:23
Last Modified: 19 Mar 2015 14:23

Actions (login required)

View Item View Item