A Pilot Study on Innovative Marketing Strategy and Small Business Survival
A Pilot Study on Innovative Marketing Strategy and Small Business Survival

Summary/Abstract: This paper, on a pilot scale, examines the effect of innovative marketing strategies on small business survival. Survey research design was adopted and Census sampling technique was used by selecting all SMEsoperators without the exception of any, using a sample of 106 registered small businesses in Ijebu- Ode, OgunState, Nigeria. Ordinary least square regression technique was used and a total of 62 questionnaires wereretrieved and considered usable for analysis which represents 59% of the total questionnaire distributed. Resultsshowed that customer focus, market focus and integrated marketing, in that order of potency, have positive andsignificant effects on survival of small business in Ijebu- Ode, Ogun State, Nigeria. This is in support ofinnovation theory. The study recommend that small business should emphasis more on the dimensions ofinnovative marketing strategies in order to achieve and sustain their survival in the marketing environment.

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