Managerial competencies and marketing effectiveness in corporate organizations in Nigeria

Abstract

PurposeThe purpose of this paper is to assess the impact of managerial competencies on the marketing effectiveness of the organization. While many empirical works have centered on marketing effectiveness, the generalizability of its relationship to managerial competencies in the Nigerian context has been under‐researched.Design/methodology/approachA 27‐item survey questionnaire was developed and 84 corporate organizations in Nigeria were selected from the 2005 edition of the Nigerian stock exchange gazette as a sample of this study. A hand‐delivered survey was conducted from key informants in the organizations. Returned instruments were analyzed using non‐parametric correlation through the use of the Statistical Package for Social Sciences (SPSS) version 10.FindingsThe results of the study reported in this paper validated the earlier instruments and find a strong association between managerial competencies and marketing effectiveness of corporate organizations in the Nigerian context. The main finding of this study is that managerial competencies lead to marketing effectiveness in corporate organizations in Nigeria.Research limitations/implicationsThe implications of the results of this study are clear for scholars and managers. For managers this paper has implications on the investigation of the link between managerial competencies and marketing effectiveness of corporate organizations in Nigeria. In the first place, this paper provides a direct test of the applicability of a western paradigm to the Nigerian economic system, which is different from the other culture.Originality/valueThis paper significantly refines the body of knowledge concerning the impact of managerial competency on marketing effectiveness in the Nigerian context. This paper will no doubt contribute to the body of existing literature on managerial competency and marketing effectiveness.