PUBLIC RELATIONS STRATEGIES FOR MANAGING MICRO, SMALL, AND MEDIUM-SCALE ENTERPRISES (MSMEs) LOSS OF INTELLECTUAL CAPITAL IN SUB-SAHARAN AFRICA: A CONCEPTUAL ANALYSIS OF RESOURCE-BASED VIEW AND INSTITUTIONAL THEORY

The paper adopts a conceptual critical analysis of MSMEs’ situation analysis in Nigeria. The data were all secondary and qualitatively analyzed. Using the resource base view (RBV), and the institutional theory, a critique of the reasons behind the loss of critical resources, high liquidation rates and loss of intellectual capital by MSMEs in Nigeria. In line with the United Nations’ Sustainable Development Goals (SDGs) this critical analysis focuses on how financial, environmental, social, regulatory, human and systemic factors have contributed to the MSMEs’ loss of intellectual capital in Nigeria, and how it has prevented them from actualizing sustainability and competitive advantage status within the RBV and institutional theory precincts. Unfavorable and harsh financial, environmental, social, regulatory, human, and systemic market factors have contributed to the high failure rate and loss of intellectual capital by MSMEs in Nigeria. This has prevented them from actualizing sustainability and competitive advantage status. However, effective application of the RBV and institutional theories by all the stakeholders will help redress this problem.