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" An Exploratory Study of Marketing as a Sustainability and Profitability Tool in Small Nigerian Businesses "
Obasola, Oluwakemi Ajibola
Sarofim, Samer
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Latin Dissertation
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| Language of Document
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English
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| Record Number
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1105690
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| Doc. No
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TLpq2320970414
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| Main Entry
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Obasola, Oluwakemi Ajibola
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Sarofim, Samer
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| Title & Author
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An Exploratory Study of Marketing as a Sustainability and Profitability Tool in Small Nigerian Businesses\ Obasola, Oluwakemi AjibolaSarofim, Samer
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| College
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Northcentral University
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| Date
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2019
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| student score
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2019
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| Degree
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Ph.D.
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| Page No
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123
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| Abstract
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This study explores the role of marketing as a growth tool in small businesses located in Africa with emphasis on small businesses in Nigeria. It has become pertinent to study this topic based on the pervasive collapse of small businesses within their first five years in developing countries. Business scholars have indicated that the inappropriate use of marketing is responsible for this phenomenon. Small businesses, which are expected to contribute to the socio-economic growth of developing countries, oftentimes, fail to do so because many of them are not viable. The purpose of this study is, therefore, to investigate how small businesses in Nigeria use marketing as well as what they have been able to achieve with marketing in terms of growth, profitability, and sustainability. Marketing innovation, relationship marketing, and strategic service marketing serve as the guiding frameworks for this research as these are concepts that scholars have advocated as more effective ways of using marketing. The research methodology and design involved in-depth interviews with 12 small business owners in Lagos State, which is the commercial capital of Nigeria, the most populous country in Africa. The interview questions ranged from their use of marketing to the effect of marketing on their businesses as well as hindrances to the use of marketing to grow their businesses. The data was manually coded with emphasis on categorization of similar trends in responses. It was discovered that small business owners in Nigeria know the importance of marketing to the growth and sustainability of their businesses but they have to be more innovative in how they use marketing while it has become pertinent for them to focus on co-creating value with their customers instead of viewing marketing as a mere transactional exercise.
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| Subject
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Marketing
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