Impact of Marketing Strategy on Performance: Empirical Evidence from a Liberalized Developing Country
- 1 January 1993
- journal article
- Published by Emerald Publishing in International Marketing Review
- Vol. 10 (1)
- https://doi.org/10.1108/02651339310025820
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
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