A Pilot Study on Entrepreneurial Marketing, Marketing Capability, and Performance of Family Businesses in Nigeria: The Role of Competitive Intensity

Introduction: This pilot study investigates the impact of entrepreneurial marketing (EM) and marketing capability (MC) on the performance of family enterprises. With the increasing prominence of family businesses in the global economy, it is crucial to understand how these marketing dimensions influence their performance. Furthermore, the study examines the moderating effect of competitive intensity (CI) on the relationship between EM, MC, and firm performance. Methods: A quantitative approach was employed using structured questionnaires distributed via the drop-off/pick-up (DOPU) method. Data were collected from a sample of 73 respondents representing family-owned firms in North Central Nigeria. Results: Findings reveal a significant relationship between entrepreneurial marketing, marketing capability, and the performance of family enterprises. Moreover, competitive intensity was found to moderate this relationship, indicating that the effect of EM and MC on firm performance is influenced by the level of market competition. Conclusion: The study concludes that family firms can significantly enhance their performance by leveraging entrepreneurial marketing and marketing capabilities, especially in highly competitive environments. It recommends that family businesses develop robust marketing strategies and adaptive capabilities to thrive under competitive pressures. Future research should further examine variables affecting the performance of family enterprises in emerging economies, with particular attention to the expanding landscape of such firms in Nigeria.