ARTIFICIAL INTELLIGENCE AND MICRO SMALL AND MEDIUM ENTERPRISES PERFORMANCE IN KOGI STATE

In the evolving global economic landscape, business strategy has emerged as a critical determinant of the competitiveness and sustainability of enterprises, especially Small and Medium-Sized Enterprises (SMEs). The broad objective of this study is to examined effective business strategy and the competitiveness of small and medium-size enterprises in Kogi State. Other specific objectives are to investigate whether marketing strategy, pricing strategy and innovation strategy affect competitiveness of small and medium-size enterprises in Kogi State. The study spanned for a period between 2022-2025. The population of the study comprises of 22,715 operators of small and medium enterprises (SMEs) which include all the three senatorial districts in Kogi State that are registered with Corporate Affairs Commission (CAC) as at 2020. The sample size was 393 which was determined using Taro Yamani sampling technique. Several test ranging from descriptive statistics, correlational matrix, KMO sampling adequacy test, Model Summary and Anova was conducted. The hypotheses of the study were tested using Multiple regression analysis with the aid of Statistical Package for Social Science (SPSS) 22.0. The study found that marketing strategy has positive (4.349) and significant (.000) effect on competitiveness of small and medium-size enterprises in Kogi State. The study also found that pricing strategy has positive (14.311) and significant (.000) effect on competitiveness of small and medium-size enterprises in Kogi State. The study found that innovation strategy has positive (2.307) and insignificant (.022) effect on competitiveness of small and medium-size enterprises in Kogi State. The study concluded that business strategy impacts the competitiveness of small and medium enterprises in Kogi State. The study recommended among others SME owners should prioritize the development and implementation of robust marketing strategies tailored to their target audience. SMEs should adopt a dynamic and consumer-oriented pricing strategies that reflect the perceived value of their products or services while remaining affordable and competitive within the industry. Innovation must be embedded into the strategic operations of SMEs. This involves continuous investment in new product development, process improvement, and service delivery innovations.

0 19 Dec, 2025

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