Repositioning Strategy and Performance of Small and Medium Scale Enterprises in Rivers State, Nigeria

REPOSITIONING STRATEGY AND PERFORMANCE OF SMALL AND MEDIUM SCALE ENTERPRISES IN RIVERS STATE, NIGERIA

By

Darlington Ebere¹ and B. Chima Onuoha²

1. Doctoral Student, Department of Management, University of Port Harcourt.
2. Professor of Management, Department of Management, University of Port Harcourt

Abstract

The association between strategic repositioning and SMEs’ performance in Rivers State, Nigeria, was investigated in this research. In this research, a cross-sectional survey was used. A total of 1205 SMEs have been found. A total sample size of 291 was calculated. As a result, 291 owners/managers of the chosen SMEs in Rivers State were sent a questionnaire. In this research, a systematic sampling procedure was adopted, and only 242 copies (or 83 percent) of the questionnaires were properly completed and recovered. To determine the link between the variables, the data was examined using the Pearson product moment correlation statistical technique. The investigation revealed that the characteristics of ambidexterity (strategic repositioning) had a substantial positive link with indicators of SMEs performance. As a result, it was concluded that strategic repositioning is a construct with a positive and favorable view framed by target customers, who recognize and agree that the features of the reformed product offerings and services are at the same or identical level as other firms in the market segment with which the brand in question aspires to match and compete. It was suggested, among other things, that small and medium-sized businesses in Rivers State seek competitive costing approaches that are more long-term sustainable than cost reduction.

Key Words: Strategic repositioning and performance of SMEs, cost leadership strategy, product differentiation strategy, growth, Profitability.

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Ebere, D. & Onuoha, B.C (2022). Repositioning Strategy and Performance of Small and Medium Scale Enterprises in Rivers State, Nigeria. African Journal of Business and Economic Development, 2(1), pp76-90. Available online at: https://www.ijaar.org/articles/ajbed/v2n1/ajbed-2vn1-Jan22-p2182.pdf.