Impact of Marketing Strategy on Performance: Empirical Evidence from a Liberalized Developing Country

Sam C. Okoroafo · Lloyd C. Russow

35 citations0/0 files storedInternational Marketing Review

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Marketing and Advertising Strategies International Business and FDI Innovation and Knowledge Management

Abstract

Examines the impact and significance of marketing strategy variables on performance in a developing country which has instituted market reform measures. Changes in marketing strategy and performance were expected. Results were obtained from a survey of chief executive officers of the top 200 manufacturing companies in Nigeria. The findings suggest that customer service and reinvestment of profits had a significant positive effect on market performance. However, reduction of subsidiaries and employee were negatively related to performance.

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References

1984A Service Quality Model and its Marketing Implications 1984International Marketing Research 1977The Management of Business Logistics 2019Finance and Development 1989Global Marketing Management 1987The Strategic Role of Product Quality 1984Developing Business Strategies 1978The influence of policy instruments on manufacturing Direct Foreign investment in developing countries

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1998Business strategy, organizational culture, and market orientation 1999The impact of economic reform on business performance 1998Marketing activities and business performance: evidence from foreign and domestic manufacturing firms in a liberalized developing economy 1998Planning Market Share Growth in Mature Business Markets 2001Perceptions of Marketing and Approaches to Implementation 2015Yerel Tekstil ve Hazır Giyim İşletmelerinin Orijinal Marka Üretim Düzeyi ve İhracat Performanslarında Orijinal Tasarım Üretiminin Rolü: Çorum Tekstil Sektörü'deki İşletmelere Yönelik Bir Uygulama

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