Impact of Marketing Strategy on Performance: Empirical Evidence from a Liberalized Developing Country
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.
Keywords
Citation
Okoroafo, S. and Russow, L.C. (1993), "Impact of Marketing Strategy on Performance: Empirical Evidence from a Liberalized Developing Country", International Marketing Review, Vol. 10 No. 1. https://doi.org/10.1108/02651339310025820
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited