On July 1, 2021, AUN Graduate student Theoneste Manishimwe co-presented a conference paper titled "Impact of entrepreneurial marketing on the organizational performance of small business enterprises in Yola, Northeast of Nigeria", at the 6th Emerging Trends in Marketing and Management Virtual International Conference (ETIMM 2021), in Bucharest, Romania. Mr. Theoneste co-authored the research with a former AUN Professor of Entrepreneurship, Dr. Lukman Raimi.
The study asserts that entrepreneurial marketing has a significant positive impact on the financial and non-financial performance of SBEs in Yola, Nigeria, where the National Bureau of Statistics posits that Small Business Enterprises (SBEs) contribute 48percent of GDP, 84percent of total employment and 96percent of all businesses.
To improve the Entrepreneurial Marketing practices of the Small Business Enterprises in Yola, the researchers urged their promoters to become more proactive, take more risks and engage in "competitive aggressiveness". They also recommended customer responsiveness, intensity and value creation to boost financial and non-financial performance while prioritizing staff training.
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Emerging Trends in Marketing and Management – International Conference (etimm. ro)