ENTREPRENEURIAL MARKETING INNOVATIVENESS AND ORGANIZATIONAL COMPETITIVENESS OF EATERIES IN PORT HARCOURT

Abstract

This study empirically examined the relationship between entrepreneurial marketing innovativeness and organizational competitiveness of eateries in Port Harcourt, Nigeria. The study adopted a descriptive cross-sectional survey research design. The population of the study comprised fifty-two (52) registered eateries under the Rivers State Ministry of Commerce and Industry. A sample of ten (10) eateries was selected for the study. The unit of analysis consisted of six (6) managerial staff from each firm, including marketing, production, finance, human resources, sales, and general managers, resulting in a total of sixty (60) respondents. Primary data were collected using a structured questionnaire comprising thirty-nine (39) items, which captured the dimensions of entrepreneurial marketing innovativeness (product, brand, and packaging innovation) and measures
of organizational competitiveness (market share growth and customer retention). Out of the sixty(60) questionnaires distributed, forty-nine (49) were returned, and after data screening, forty-four (44) valid responses were retained for analysis, representing a 73% effective response rate. Data were analyzed using both univariate descriptive statistics (frequencies, percentages, mean, and standard deviation) and bivariate inferential statistics, specifically simple regression analysis, withthe aid of the Statistical Package for Social Sciences (SPSS), version 22.0. The findings revealed that entrepreneurial marketing innovativeness significantly and positively influences organizational competitiveness, particularly in terms of market share growth and customer retention. This suggests that firms that adopt innovative marketing practices are better positioned to achieve superior competitive outcomes. The study concludes that entrepreneurial marketing innovativeness is a critical driver of competitiveness in the hospitality sector. It recommends that eateries should proactively adopt innovative marketing strategies, embrace new business models, and integrate innovation across their value delivery processes to enhance adaptability, improve market responsiveness, and sustain competitive advantage in both local and broader markets.