Role of Value Network Collaboration on Market Visibility of Independent Petroleum Marketers in River State

Abstract

The purpose of the study was to examine the role of value network collaboration and its impact on market visibility of independent petroleum marketing firms in rivers state the study adopted the cross sectional survey research design. The population of the study comprised of the four hundred and fifty independent petroleum marketing firms registered with the Independent marketers association of Nigeria (IPMAN). The Taro Yamane, formula was used to determine an appropriate sample size of two hundred and twelve (212) for the study. Value network collaboration was treated as a one-dimensional variable while market visibility was measured using value brand awareness and brand recall. The hypotheses were tested using the Pearson product moment correlation. The findings revealed that there is a strong and significant relationship between value network collaboration and brand recognition; also, that a strong statistically significant relationship exists between value network collaboration and brand recall. Based on these findings and its consistency with results of similar previous studies, we conclude that value network collaboration is an important driver of market visibility of Independent petroleum marketers in Rivers State. Therefore, the study recommends that Independent Petroleum Marketers in Rivers State should make healthy collaborations with other firms to have a competitive advantage over competitors. Also, that independent petroleum marketer in rivers state should know that the collaboration of their firm with other firms results in market share expansion and higher revenue generation.