Entrepreneurial Marketing Practices and Competitive Advantage of Small and Medium Size Enterprises in Nigeria (Published)
Entrepreneurial marketing practices and competitive advantage of small and medium size enterprises in Enugu State was studied to examine the effect of entrepreneurial marketing dimensions on competitive advantage of small and medium size enterprises in Enugu state. The study applied descriptive research design with the aid of survey method in obtaining the data needed. The sample size of the study was 356 owners/managers of small and medium-sized enterprise in Enugu state. Descriptive Statistics and multiple regressions analytical tool were used to analyze the data. Findings reveal that proactiveness has no significant relationship with competitive advantage. Opportunity focuse has statistically significant relationship with competitive advantage. Risk- taking has no significant relationship with competitive advantage. Innovativeness has statistical significance relationship with competitive advantage. Customer intensity has no statistical significance relationship with competitive advantage; resource leveraging has no statistical significant relationship with competitive advantage. Value creation has significant relationship with competitive advantage. We conclude that SMEs operators should emphasis on innovativeness, opportunity focus, and value creation, this will enable them compete favorably.
Keywords: Competitive Advantage, Entrepreneurial Marketing, Small and Medium Size Enterprises