2020
DOI: 10.20448/2002.83.108.119
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Strategic Marketing and Competitive Advantage of Selected Petroleum Products Marketing Companies in Nigeria: The Moderating Role of Resource Capabilities

Abstract: This study investigated the effect of strategic marketing on competitive advantage and how resource capabilities moderated the effect. A crosssectional survey research design was adopted. Based on population of 1568 managerial staff of selected petroleum products marketing firms in Lagos State, Nigeria, Cochran's formula was applied to determine a sample size of 564. Response rate of 497 respondents was achieved in the study. Data collected were analysed using multiple regression analysis. The findings establi… Show more

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Cited by 5 publications
(4 citation statements)
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References 29 publications
(53 reference statements)
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“…According to Ref. [4], Villarica did prioritize its people and customers' safety and continuous engagements that's why despite its lack of local marketing campaign they maintained their engagements with its clients even during the pandemic. Still, it was emphasized in the study of Ref.…”
Section: Resultsmentioning
confidence: 99%
See 1 more Smart Citation
“…According to Ref. [4], Villarica did prioritize its people and customers' safety and continuous engagements that's why despite its lack of local marketing campaign they maintained their engagements with its clients even during the pandemic. Still, it was emphasized in the study of Ref.…”
Section: Resultsmentioning
confidence: 99%
“…Money remittances remain the major source of income during a pandemic, and clients are still hesitant to use their services for fear of compromising their health. Psychological effect of the pandemic leads to withdrawal from economic activity by agents who prefer to adopt a "wait and see" approach [4]. These are just a few of the elements that influence their earnings, particularly in this pandemic era.…”
Section: Introductionmentioning
confidence: 99%
“…This is in line with the results of research conducted by (Lewnes, 2021) and (Kalaignanam et. al., 2021) which can be effectively used in business interruption situations (Alao and Gbolagade, 2020). In this agile and adaptation concept, a leader has a crucial factor in terms of speed and accuracy in decision making.…”
Section: Discussionmentioning
confidence: 99%
“…Além da subjetividade e do poder de influência dos passivos contingentes na tomada de decisão, as possíveis sequelas advindas da pandemia sobre o desempenho econômico-financeiro das entidades é um tema de interesse no cenário atual; bem como a compreensão das estratégias de gerenciamento dos riscos, em razão da interferência na demanda e na cadeia de suprimentos, também é relevante para a retomada da confiança dos investidores e dos demais usuários da informação (Alao & Gbolagade, 2020). Ainda, são escassos os estudos no escopo das finanças comportamentais que discutam, em contextos emergentes como o Brasil, o comportamento do investidor durante a pandemia (Wijaya & Zunairoh, 2021).…”
Section: Evidenciação De Passivos Contingentesunclassified