ENTREPRENEURIAL PROACTIVENESS AND COMPETITIVENESS OF QUOTED FAST MOVING CONSUMER GOODS IN NIGERIA

Abstract

Entrepreneurial proactiveness has been widely recognized as a driver of firm competitiveness, yet empirical evidence in the Nigerian fast-moving consumer goods (FMCG) sector remains limited. This study examined the relationship between entrepreneurial proactiveness and competitiveness among quoted FMCG firms in Nigeria, with competitiveness assessed through differentiation, cost leadership, and market focus strategies. A cross-sectional survey design was adopted, covering all sixteen (16) quoted FMCG firms. Using a census approach, four managerial respondents - general, marketing, production, and research and innovation managers - were selected from each firm, yielding sixty-four (64) participants. Primary data were collected via a structured five-point Likert scale questionnaire, and hypotheses were tested using the Pearson Product Moment Correlation with SPSS Version 23.0. Results revealed a significant positive association between entrepreneurial proactiveness and competitiveness, indicating that proactive firms are better positioned to achieve strategic advantage. The study concludes that entrepreneurial proactiveness enhances competitiveness and recommends that Nigerian FMCG firms institutionalize dynamic marketing information systems to continuously monitor environmental changes and exploit emerging opportunities.