ENTREPRENEURIAL MARKETING IN NIGERIA: HISTORY, THEORY, AND EVIDENCE FROM SELECTED BUSINESS ENTERPRISES

Abstract

Purpose/Objective: This study explores the interplay of history, theory, and evidence of entrepreneurial marketing in selected business enterprises in Nigeria, aiming to understand how entrepreneurial marketing practices contribute to business success outcomes. Methodology: Employing a mixed-methods approach, the study combines qualitative insights from case studies of selected Nigerian businesses with quantitative data analysis to assess entrepreneurial marketing's impact. Findings: Preliminary findings suggest that entrepreneurial marketing practices, characterized by innovativeness, proactiveness, and customer intensity, positively influence business sustainability in Nigerian enterprises. Originality: This study contributes to the limited literature on entrepreneurial marketing in developing economies like Nigeria, providing context-specific insights. Implications: The findings imply that adopting entrepreneurial marketing strategies can enhance business sustainability and growth in Nigerian enterprises. Recommendations: The study recommends that Nigerian businesses leverage entrepreneurial marketing by fostering innovativeness, proactiveness, and customer-centric approaches to improve sustainability and competitiveness.