Abstract:
This study investigates the impact of entrepreneurial marketing on the competitive advantage of Small Business Enterprises (SBEs) in North-East Nigeria, considering factors such as gender, education level, professional qualifications, and work experience. Data was collected from 257 SBEs using random sampling and analyzed using Smart-Partial Least Square software. The research explores how entrepreneurial marketing influences SBE performance and the moderating role of the aforementioned factors. It offers insights into how SBEs can enhance their competitive edge and performance through entrepreneurial marketing. The study also fills a research gap in entrepreneurial marketing for SBEs in developing countries, highlighting the need for a tailored marketing framework for these regions.
Description:
Globally, Small Business Enterprises (SBEs) in emerging markets face challenges such as a limited consumer base. The COVID-19 pandemic has significantly impacted these businesses, leading to changes in consumer behavior and decreased demand in certain industries such as public transportation, tourism, and hospitality. On the other hand, some industries like e-commerce, online food delivery, and cloud computing have experienced growth.
