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| Author: | Okoroafo, S. Russow, L. C. |
| Title: | Impact of marketing strategy on performance: empirical evidence from a liberalized developing country. |
| Journal: | International Marketing Review
1993 : VOL. 10:1, p. 4-18 |
| Index terms: | MARKETING STRATEGY NIGERIA PERFORMANCE APPRAISAL |
| Language: | eng |
| 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. |
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