Market Orientation in Nigerian Political Parities: A Research Proposition (Published)
The importance of political parties in the democratic governance of Nigeria, in addition to the dynamics of the contemporary Nigerian political environment, initiated the need for this research. This proposed research aims to examine the market orientation strategies employed by Nigerian political parties. Using qualitative and quantitative research approaches, the research plans to provide insight into the market orientation strategies of Nigerian political parties. The findings from this research would be of relevance for managerial actions in democratic governance, and assist party management and governmental policies and interventions geared towards improving the administration, growth and development of Nigerian political parties. Also, findings from the proposed research will be of relevance to Nigerian politicians, political parties and political regulators in improving their services, programmes, policies and relationships with their relevant target audience. In addition, the proposed research intends to stimulate future research efforts in cognate areas of political party management strategies in Nigeria and other developing economies, especially in Sub-Saharan Africa. The paper makes original theoretical, practical, and policy contributions to political parties’ marketing management as it situates the market orientation construct in non- profit organizations (political parties). In addition, the proposed research’s instrument (questionnaire) will assist in empirical testing of the market orientation construct in political parties operating in developing democracies, especially in sub-Saharan Africa
Keywords: Democracy, Market Orientation, Marketing Strategy, Nigeria, political party