British Journal of Marketing Studies (BJMS)

EA Journals

Strategic Marketing

Strategic Marketing, Innovation Culture and Competitive Advantage of Selected Petroleum Products Marketing Companies: Evidence from Nigeria (Published)

This paper investigated the effect of strategic marketing (SM) on innovation culture (IC) and competitive advantage (CA) of selected petroleum products marketing companies in Lagos State, Nigeria. It further examined relative moderating role of resource capabilities (RC). A cross-sectional survey research design was used in the study. Target population comprised 1568 managerial staff of the selected companies. Cochran’s formula was used to determine a sample size. Stratified random sampling and proportionate sampling techniques were used to group the sample to definite categories of directors, senior managers, marketing managers and supervisors and for adequate representation. A validated questionnaire was administered and a total of 497 retrieved for analysis. The data collected were analysed using multiple regression analysis. The findings revealed that strategic marketing had a positive and significant effect on innovation culture (Adj.R2= 0.390, F (1, 491) = 80.180, p < 0.05) and competitive advantage (Adj.R2 = 0.627, F (4, 491) = 208.685, p < 0.05). The study recommended that the management of petroleum products marketing companies should be committed to adopting strategic marketing towards building innovation culture and achieving competitive advantage.

Keywords: Competitive Advantage, Competitive Environment, Innovation culture, Strategic Marketing

Strategic Marketing Practices and Non- Financial Performance of Selected Manufacturing Firms in Lagos State, Nigeria (Published)

Manufacturing companies in Lagos State has been experiencing unprecedented challenges in the globalized working surroundings that result in organisation recording low business turnover which is leading to the closure of the companies or relocating to neighboring African Country. The study, therefore, seeks to examine the strategic marketing practices and non-financial performance of selected manufacturing firms in Lagos State. A descriptive research design was adopted. The population of the study was fifty – six (56) manufacturing companies in Lagos State, out of which five (5) manufacturing companies that were strictly into food and beverages, who have reputation for making products of the best quality were selected. Each of the five (5) companies selected, an average of twenty (20) that has information to provide was used except Unilever Nigeria plc that has total numbers of twenty-one (21) staff in strategic position giving the total number of one hundred and one (101), consisting strategic managers and subordinates of food and beverages companies were used as sample size. The study hence employed the purposive sampling technique to arrive at tenable sample size. Multiple Regression and Correlation Analysis were used to analyse the data obtained. Findings show that there was a positive relationship between strategic marketing practices and the performance of selected manufacturing companies in Lagos State.  Furthermore, with variables statistically significant at 95% confidence limit and sig 0.000, meaning that there was a significant correlation between the environmental scanning and business expansion of manufacturing companies in Lagos State and with R2 value = (0.505), segmentation strategy has an impact on business expansion in the selected firms. Therefore, the study recommended that manufacturing companies should have a clear understanding of both the internal and external environments through constant monitoring and evaluation of the environment. Also, manufacturing companies are expected to focus on their segmentation marketing strategy activities.

Keywords: Manufacturing Companies, Performance, Strategic Marketing, non-financial


This study aimed to reveal the interest that exerted by the stores in KSA in applying the marketing information systems and its role to raise the marketing sales, also the impact of marketing information systems on employers’ skills. The study is based on using the statical descriptive approach where the data collected by the primary and secondary sources. To achieve the objective of the study, 130 questionnaires have been distributed. 100 questionnaires were available for analysis. The statical methods are used to describe the variables of the study (means & standard deviation). One sample T-test, and simple correlation for testing the hypothesis. It was reached that there is a statical significant for using marketing information systems, sales growth and employers efficient. It was recommended the necessary to interest in effective and activated information system because it has a role raising the company skills and training the employers on using that system to increase the productivity of the companies and sales growth.

Keywords: KSA Stores, Marketing, Strategic Marketing, marketing efficiency, marketing information system

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