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.

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