Authors :
Ifekanandu Chukwudi Christian; Chukwu God’swill Chinedu; Kingsley Uyiosa Asemota
Volume/Issue :
Volume 8 - 2023, Issue 8 - August
Google Scholar :
https://bit.ly/3TmGbDi
Scribd :
https://tinyurl.com/bded4rx8
DOI :
https://doi.org/10.5281/zenodo.8305018
Abstract :
The study examined entrepreneurial
marketing and business sustainability of shoe making
firms in Rivers State. The objectives of the study was to
determine the relationship between innovation and
market share, and value creation and competiveness of
shoe making firms in Rivers State. The study employed
correlational research design. Correlational research
design involves the collection of data in order to
objectively determine the link between variables. The
population of this study consisted of seventy (70)
managers identified from fifty (50) registered shoe
manufacturing firms in Rivers State. The sample size of
thirty (30) were selected at random for the purpose of
the study. Questionnaire was instrument of data
collection. The reliability of the instrument was tested
through SPSS Conbach’s Alpha and it stood at 0.97
higher than Nunnally's (1978) benchmark of 0.7.
Pearson Product Moment Correlations was employed to
analyze the hypotheses with the aid of SPSS analytical
tool version 22. Findings of the study revealed a strong
relationship between dimensions of entrepreneurial
marketing and the dimensions of business sustainability.
The study concluded that entrepreneurship marketing
uses innovative ways to improve consumers perception
by providing new goods, services, or methods that
reduce detrimental activities while also generating
profits for the entrepreneur. Based on the conclusion the
study recommended that entrepreneurial managers’
should always come up with new innovations because
innovation drives manufacturing activities; it enables a
firm to compete favourably in its industry and increase
its sales volume. Entrepreneurial managers’ should
always learn to discover new sources of customer value
and create unique combinations of resources to produce
value. Shoe manufacturing managers should always
fine-tune untapped sources of customer value and create
superior value for customers.
Keywords :
Entrepreneurial Marketing; Business Sustainability; Innovation; Value Creation; Competitiveness; Market Share.
The study examined entrepreneurial
marketing and business sustainability of shoe making
firms in Rivers State. The objectives of the study was to
determine the relationship between innovation and
market share, and value creation and competiveness of
shoe making firms in Rivers State. The study employed
correlational research design. Correlational research
design involves the collection of data in order to
objectively determine the link between variables. The
population of this study consisted of seventy (70)
managers identified from fifty (50) registered shoe
manufacturing firms in Rivers State. The sample size of
thirty (30) were selected at random for the purpose of
the study. Questionnaire was instrument of data
collection. The reliability of the instrument was tested
through SPSS Conbach’s Alpha and it stood at 0.97
higher than Nunnally's (1978) benchmark of 0.7.
Pearson Product Moment Correlations was employed to
analyze the hypotheses with the aid of SPSS analytical
tool version 22. Findings of the study revealed a strong
relationship between dimensions of entrepreneurial
marketing and the dimensions of business sustainability.
The study concluded that entrepreneurship marketing
uses innovative ways to improve consumers perception
by providing new goods, services, or methods that
reduce detrimental activities while also generating
profits for the entrepreneur. Based on the conclusion the
study recommended that entrepreneurial managers’
should always come up with new innovations because
innovation drives manufacturing activities; it enables a
firm to compete favourably in its industry and increase
its sales volume. Entrepreneurial managers’ should
always learn to discover new sources of customer value
and create unique combinations of resources to produce
value. Shoe manufacturing managers should always
fine-tune untapped sources of customer value and create
superior value for customers.
Keywords :
Entrepreneurial Marketing; Business Sustainability; Innovation; Value Creation; Competitiveness; Market Share.
