Uncovering the Nexus Between Entrepreneurial Marketing and Performance of Food and Beverages Firms

Abstract

The study examined the influence of entrepreneurial marketing on performance of food and beverages firms in Anambra State. The study was anchored on Resource-Based View (RBV) theory. Survey research design was used in the study. The population for this study consisted of 408 employees in the selected food and beverages firms in Anambra State. A sample size of 202 respondents was chosen using Bowley's Proportional Allocation Formula. Primary data were collected using structured questionnaire. Mean and frequency distribution were used to present the research questions. Hypotheses were tested using Spearman Ranked Order Correlation Coefficient. It was found that: innovativeness has a significant and positive relationship with brand awareness among food and beverages firms in Anambra State (rho = 0.712, p = 0.000); resource leveraging has a significant and positive relationship with product development among food and beverages firms in Anambra State (rho = 0.223, p = 0.002); customer intensity has a significant and positive relationship with competitive advantage among food and beverages firms in Anambra State (rho = 0.363, p = 0.000). In conclusion, a holistic entrepreneurial marketing strategy that fosters innovation, optimizes resource use, and prioritizes customer engagement is strategic a means of driving long-term business success and resilience in the face of competition. The study recommended that product development teams and marketing departments should invest heavily in continuous innovation by introducing new products, improving existing offerings, and embracing new technologies to better meet consumer needs.