IIARD International Institute of Academic Research and Development

Journal of Business and African Economy (JBAE )

E-ISSN 2545-5281
P-ISSN 2695-2238
VOL. 11 NO. 4 2025
DOI: 10.56201/jbae.vol.11.no4.2025.pg1.10

---

Entrepreneurial Orientation and Marketing Success of Fast-Food Firms in Port Harcourt

Chikere, PC, PhD

---

Abstract

The study examined the relationship between Entrepreneurial Orientation and Marketing Success of fast-food firms in Port Harcourt. This investigation made use of a correlation survey methodology. The total population of 39 fast food businesses was used as the sample since the scale of the study was reasonable. Each business received three copies of the 117 surveys that were sent out. Hence, 117 people were surveyed for the research. Applying Cronbach's alpha test, we were able to verify the instrument's reliability; the resulting coefficient of 0.98 is higher than the allowed threshold of 0.70. Both descriptive and inferential statistical approaches were used to analyse the data acquired from the surveys. To assess the assumptions that were generated, the Spearman Rank Order Correlation approach was utilised. The study's results showed that among Port Harcourt's fast-food businesses, an entrepreneurial mindset was significantly associated with better marketing results. There was a robust and statistically significant correlation between marketing performance and innovativeness and risk-taking. Findings from the study indicate that an entrepreneurial mindset is a significant factor in the marketing success of local fast-food chains. The results supported the idea that fast food joints in Port Harcourt would benefit from trying something fresh in order to pique consumers' interest. Also, managers should intentionally go for business prospects, even if they're quite risky, especially if they're new to the company.

keywords:

Entrepreneurial Orientation, Innovativeness, Risk-taking and Marketing Success.

---

References:

Covin, J. G. & Slevin, D. P., (1988). The influence of organization structure on the utility of an
entrepreneurial top management style. Journal of Management Studies, 25(3), 217-234.
Covin, J., G., & Lumpkin, G., T., (2011). Entrepreneurial orientation theory and research:
Reflections on a needed construct. Entrepreneurship Theory and Practices, 25(5), 855-
Covin, J., G., & Wales, W., (2012). The measurement of entrepreneurial orientation.
Entrepreneurship Theory and Practice, 36(4), 677-702.
Eggers, F., Kraus, S., Hughes, M., Laraway, & Snycerski S. (2013). Implications of customer and
entrepreneurial orientations for SMEs growth. Management Decision, 51 (3), 524-546.
Fourt, L. A. & Woodlock, J.W. (2000). Early predication of market success for new grocery
products. Journal of Marketing, 25 (2), 31-38.
Harris, D. (2019). Four essential principles of emerging market success. Retrieved from:
https://www.chinalawblog.com/2019/05/four-essential-principles-of-emerging-market-
success.html
Hunt, S.D. & Arnett, D.B. (2006). Does marketing success leads to market success? Journal of
Business Research, 59 (7), 820-828.
Kraus, S., Kauranen, I. & Reschke, C. H., (2011). Identification domains for a new conceptual
model of strategic entrepreneurship using the configuration approach. Management
Research Review, 34(1), 58-74.
Lawrence, A., & Renner, B. A (2019). Entrepreneurial marketing and sales performance of SME’S
in Port Harcourt: African Journal of Innovations in Marketing Research and Management,
8 (2), 46-58.
Lumpkin, G. T. & Dess, G. G., (1996). Clarifying the entrepreneurial orientation construct and
linking it to performance. The Academy of Management Review, 21(1), 135-172.
Miller, D. & Friesen, P., H., (1983). Strategy-making and environment: The third link. Strategic
Management Journal, 4, 221-235.
Miller, D., (2011). A reflection on EO research and some suggestions for the future.
Entrepreneurship Theory and Practice, 35(6), 873-894.
Mugambi, E. N. & Winifred N. Karugu, W. N. (2017). Effect of entrepreneurial marketing on
performance of real estate enterprises: A Case of Optiven Limited in Nairobi, Kenya.
International Academic Journal of Innovation, Leadership and Entrepreneurship 2, (1) 26-
45
Naman, J. L. & Slevin D., P., (1993). Entrepreneurship and the concept of fit: A model and
empirical tests. Strategic Management Journal, 14, 137-154.
Nwekeala, B., & Opara, B., C., (2022). Entrepreneurial marketing orientation and business success
of cement firms in south-south, Nigeria. Advanced Journal of Accounting, Management
and Marketing, 8(3), 65-75.
Passikoff, R. (2006). Predicting market success: New ways to measure customer loyalty and
engage consumers with your brand hardcover. https://www.amazon.com/Predicting-
Market-Success-Customer-Consumers/dp/047004022X.
Rauch, A., Wiklund, J., & Frese, M. (2009). Entrepreneurial orientation and business performance:
An assessment of past research and suggestions for the future. Entrepreneurship Theory
and Practice, 33(3), 761-787.
Rauch, A., Wiklund, J., Lumpkin, G. T. & Frese, M., (2009). Entrepreneurial orientation and
business performance: An assessment of past research and suggestions for the future.
Entrepreneurship Theory and Practice, 33(3), 761-787.
Reeves, C.A. & Bednar, D.A. (2006). Keys to market success: A responses and another view.
Journal of Retail Banking Services, 23 (2), 33-45.
Walter, A., Auer, M. & Ritter, T., (2006). The impact of network capabilities and entrepreneurial
orientation on University Spin-off performance. Journal of Business Venturing, 21(4), 541-
Wiklund, J. & Shepherd, D., (2003). Knowledge-based resources, entrepreneurial orientation, and
the performance of small and medium-sized businesses. Strategic Management Journal,
24(13), 1307-1314.
Wiklund, J. & Shepherd, D., (2005). Entrepreneurial orientation and small business performance:
A configurational approach. Journal of Business Venturing, 20(1), 71-91.
Wiklund, J., (1999). The sustainability of the entrepreneurial orientation-performance relationship.
Entrepreneurship Theory and Practice, 24(1).37-48.

DOWNLOAD PDF

---

Back