Influence Of Marketing Practices On financial Performance Of Entrepreneurship

International Journal of Research and Innovation in Applied Science (IJRIAS) | Volume VI, Issue IV, April 2021|ISSN 2454-6194

Influence Of Marketing Practices On financial Performance Of Entrepreneurship: A Conceptual Framework

Maryam A. Koko, Nasiru Liman Zuru
Faculty of Management Science, Usmanu Danfodiyo University Sokoto, Nigeria

ABSTRACT
Despite the significance of marketing practice in business organisations the literature indicates very few studies have attempted to investigate the effect of marketing practice on the financial performance of entrepreneurship, this paper aim to investigate the impact of marketing practice on financial performance of entrepreneurship and proposed a research framework. Based on the review of literature and past studies, these paper reports marketing practice have influence on the financial performance of entrepreneurial activities. The finding of this study implies that, entrepreneurs need to cultivate strategic marketing practices to boost their financial performance. This study suggests that, a future study should test the relationship between marketing practices and financial performance of entrepreneurship from empirical perspective.

Keywords: Marketing Practice, Entrepreneurship, Financial performance

INTRODUCTION

Organisations need to develop, manage and leverage their marketing practices. Marketing practices can help organisation to achieve superior financial performance when competing with their rivals. As organizations that provide products and services, Entrepreneurship need to adopt marketing practices that will enable them to respond to the changing needs and expectations of their various stakeholders(Agyapong, 2015).
The literature indicates marketing practices are linked to organizational financial performance. As an important business practice, marketing has been identified as one of the determinants of organizational financial performance. Past findings indicated that marketing practices have a positive effect on the financial performance of organizations (Ozkaya et al., 2015). In addition, Subramanian and Gopalakrishna (2001) noted that marketing as a strong predictor of organizational financial performance.
Even though, marketing is considered as an important business practice that can affect the financial performance of organizations, there has not been much research focus on the marketing practices adopted by Entrepreneurship in Nigeria (Agyapong, 2015; Odhiambo et al., 2015).

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