MARKETING STRATEGY AND THE PERFORMANCE OF SMALL AND MEDIUM SCALE ENTERPRISES IN KOGI EAST

ABSTRACT This study empirically evaluated marketing structure and performance of small and medium scale enterprises in Kogi East. Employing an exploratory research design, the study conducts a thorough review of existing empirical studies within the field, focusing on the social capital theory, resource-based view theory and institutional theory. The most appropriate theory to underpin the research is resourcebased view (RBV) theory as it emphasizes how internal resources and capabilities contribute to sustained competitive advantage. The empirical studies consistently underscore the significant impact of marketing structure and performance of small and medium scale enterprises in Kogi East, including promotion strategy and price strategy. The study concludes that multiple factors, both internal and external, contribute to the intricate landscape of SMEs in the region. The study recommended that SMEs in Kogi East should focus on developing dynamic capabilities as this involves cultivating the ability to adapt to changing circumstances, innovate, and respond strategically to evolving market conditions.

1 28 Jun, 2024

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