ENTREPRENEURIAL MARKETING ORIENTATION AND VENTURE PERFORMANCE OF FOOD AND BEVERAGES FIRMS IN RIVERS STATE
Abstract
The study examined the relationship between Entrepreneurial Marketing Orientation and Venture Performance of food and beverages firms in Rivers State. This study adopted the correlation survey research. The population of the study consisted of 30 food and beverage firms. Primary data source was used in this study. The study adopted content and face validity. The findings The result of the analysis revealed that resource leveraging showed a positive and significant relationship with sales growth of food and beverage firms in Rivers State, risk-taking showed a positive and significant relationship with sales growth of food and beverage firms in Rivers State. Therefore, the study concluded that entrepreneurial marketing orientation via its dimensions of resource leveraging and risk-taking are precursor of venture performance of food and beverage firms in Rivers State. the study recommends amongst others that food and beverage firms should leverage their resources, take calculated risk and recognize opportunities as this would not only improve their sales volume but also their performance would improve.
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Published in Journal of Finance, Governance & Strategic Studies
ISSN: 2714-2573
This article appears in our peer-reviewed academic journal
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