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The impact of market penetration strategy and market development strategy on the competitive advantage of manufacturing based SMEs


Alkasim, Sidi Bello and Abdullah, Haim Hilman and Bohari, Abdul Manaf (2017) The impact of market penetration strategy and market development strategy on the competitive advantage of manufacturing based SMEs. In: 4th Conference on Business Management,, 29 - 30 Oktober 2017, The Gurney Resprt Hotel & Recidences Penang, Malaysia..

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Abstract

The main objective of this study is to examine the relationship of market penetration strategy, market development strategy and the competitive advantage (cost leadership) of manufacturing based SMEs in Nigeria.The study employed structured questionnaire survey involving 453 manufacturing based SMEs operating in Kaduna state, Kano state, and Sokoto state, the total of 277 valid questionnaires representing 61% response rate was used for the final analysis using PLS-SEM to test the hypotheses.The study finding shows that market penetration strategy has a significant positive impact on cost leadership. Similarly, the result found that market development strategy had a significant positive influence on cost leadership strategy of manufacturing based SMEs of Nigeria.The findings of this study will support owners-manager competency toward creating competitiveness, enhance market share, and sustain competitive advantage.Also, the framework will serve as a blue print for Government agencies to educate SMEs on the importance of competitive advantage toward creating competitiveness and competitive advantage.Finally, future studies were recommended to improve our understanding.

Item Type: Conference or Workshop Item (Paper)
Additional Information: eISBN 978-967-0910-76-5 Organized by: School of Business Management, Universiti Utara Malaysia.
Uncontrolled Keywords: cost leadership strategy, market penetration strategy, market development
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Business Management
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 15 Mar 2018 01:37
Last Modified: 15 Mar 2018 01:37
URI: http://repo.uum.edu.my/id/eprint/23677

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