INFLUENCE OF ENTREPRENEURIAL MARKETING DIMENSIONS ON SUSTAINABILITY OF PLASTIC MANUFACTURING FIRMS IN ANAMBRA STATE OF NIGERIA
John Chidume Anetoh, Ph.D
Department of Marketing, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus
Anambra State, Nigeria. anetohjohn@yahoo.com, +2348035007835 (Corresponding Author)
Chizoba Adaeze Okafor, Ph.D
Department of Entrepreneurship Studies, Chukwuemeka Odumegwu Ojukwu University,
Igbariam Campus, Anambra State, Nigeria.
Chukwujekwu Jeffery Obiezekwem, Ph.D
Department of Entrepreneurship Studies, Chukwuemeka Odumegwu Ojukwu University,
Igbariam Campus, Anambra State, Nigeria.
Lawrence Nnamdi Okeke, Ph.D
Department of Marketing, Nnamdi Azikiwe University Awka, Anambra State, Nigeria.
ABSTRACT
This study investigated the influence of entrepreneurial marketing dimensions on sustainability of plastic manufacturing firms in Anambra State of Nigeria. The study ascertained the extent entrepreneurial resource leveraging, innovativeness, proactiveness, calculated risk taking, customer intensity, opportunity recognition and value creation influence the sustainability of plastic manufacturing firms in Anambra State. A survey research design method was adopted in the study Data were sourced using the questionnaire from the population of entrepreneurs and employees of fifteen plastic manufacturing firms in Onitsha, Awka and Nnewi all in Anambra State of Nigeria. A sample size of 383 was drawn from the target population. A multiple regression statistical technique was used to test the formulated hypotheses at 5% level of significance. The findings showed that entrepreneurial resource leveraging had a significant and positive influence on the sustainability of plastic manufacturing firms in Anambra State. Entrepreneurial innovativeness had a significant and positive influence on sustainability of plastic manufacturing firms in Anambra State. The study discovered that entrepreneurial proactiveness has a significant and positive influence on the sustainability of plastic manufacturing firms in Anambra State. The findings also showed that entrepreneurial customer intensity had a significant and positive influence on sustainability of plastic manufacturing firms in Anambra State. Entrepreneurial value creation had a significant and positive influence on sustainability of plastic manufacturing firms in Anambra State. The findings also revealed that opportunity recognition had a significant and positive influence on sustainability of plastic manufacturing firms in Anambra State. Calculated risk taking had a positive and significant influence on sustainability of plastic manufacturing firms in Anambra State of Nigeria. The study recommended among others that entrepreneurs should continue to invest more on entrepreneurial marketing dimensions since they are significant enablers of sustainability of plastic manufacturing firms in Anambra State of Nigeria.
Key Words: Sustainability, Proactiveness, Innovativeness, Customer Intensity, Plastic Firms.
Anetoh, J.C.; Okafor, C.A.; Obiezekwem, C.J. & Okeke, L.N. (2022). Influence of Entrepreneurial Marketing Dimensions on Sustainability of Plastic Manufacturing Firms in Anambra State of Nigeria. African Journal of Business and Economic Development, 2(1), 115-132. Available online at: https://www.ijaar.org/articles/ajbed/v2n1/ajbed-v2n1-Jan22-p2119.pdf.
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