ANTI-CRISIS INNOVATION STRATEGY AND SUSTAINABLE MARKETING ORIENTATION OF OIL AND GAS FIRMS OPERATING IN PORT HARCOURT.

Abstract

This study empirically examined the relationship between anti-crisis innovation strategy and sustainable marketing orientation of oi and gas firms in Port Harcourt. Anti-crisis innovation strategy was seen from defensiveness, aggressive, futurity, riskiness and proactiveness as a predictor variable to sustainable marketing orientation in terms of strategic integration, ethical capabilities, and social engagement. Cross sectional survey research design with correlational style to study a population of twenty-four oil and gas companies operating in Port Harcourt metropolises. The entire population was adopted as sample size for the study using census sampling technique with four managerial staff each making ninety-six (96) managerial staff as respondents for the study. Ninety-six (96) copies of questionnaire were produced and distributed, out of which ninety-two (92) copies were used for the study. Pearson product moment correlation was used to test the relationship between anti-crisis innovation strategy and sustainable marketing orientation of oil and gas companies in Port Harcourt. The findings revealed different degree of positive relationship between anti-crisis innovation strategy and sustainable marketing orientation. Based on the findings, the study concluded that anti-crisis innovation strategy is vital to building sustainable marketing orientation. We recommend based on the conclusion that managers within the oil and gas companies should consider the strategic role of anti-crisis innovation strategy in their pursuit of sustainable marketing orientation.