Welcome to Open Science
Contact Us
Home Books Journals Submission Open Science Join Us News
e-Marketing and Firm’s Profitability in the Nigerian Paints Industry: The Analysis of Before and After Adoption
Current Issue
Volume 2, 2015
Issue 5 (September)
Pages: 111-120   |   Vol. 2, No. 5, September 2015   |   Follow on         
Paper in PDF Downloads: 69   Since Sep. 23, 2015 Views: 1863   Since Sep. 23, 2015
Authors
[1]
Olomu Michael Oluwaseun, National Centre for Technology Management (NACETEM), Obafemi Awolowo University, Ile-Ife, Osun State, Nigeria.
[2]
Irefin Isaac Adeyemi, Department of African Institute for Science Policy and Innovation (AISPI), Obafemi Awolowo University, Ile-Ife, Osun State, Nigeria.
Abstract
Manufacturing firms continuously engage in deploying ICT for marketing to promote sales and find new ways to create and deliver value to customers. This study assessed the profitability performance of the Nigerian paints industry vis-à-vis before and after e-Marketing adoption. The study was carried using 240 questionnaire administered on paints manufacturing and marketing firms with a response rate of 84.5% in year 2014. The statistical analysis employed was Ordinary Least Squares technique and the performance measures considered were market share, sales growth and customer retention. The outcome revealed that before the adoption of e-Marketing, market share has more impact on profitability of the firms, while after the adoption of e-Marketing, the sales growth has more influence on the profitability performance of the firms. The study concluded that the deployment of appropriate ICT infrastructures in the companies would enhance the production and sales growth of the paints industry in Nigeria.
Keywords
ICT, e-Marketing, Paints Industry, Market Share, Sales Growth, Customer Retention, Nigeria
Reference
[1]
Brodie, R. J., Winklhofer, H., Coviello, N.E. and Johnston W.J. (2006). Is e-Marketing Coming of Age? An Examination of the Penetration of eM and Firm Performance, Journal of Interactive Marketing.
[2]
Prasad, V. K., Ramamurthy, K. and Naidu, G. (2001). “The Influence of internet-marketing integration on Marketing competencies and export performance”. Journal of International Marketing, Vol. 9 No. 4, pp. 82-110.
[3]
Fellenz, M.R., and Brady, M. (2006). Why the Tail Should Not Wag the Dog: Integrating the Deployment of Information and Communication Technologies (ICT) in Service Innovation and Delivery, Proceedings of the Irish Academy of Management Annual Meeting, September 2006, Cork, 1 – 25.
[4]
Coviello, N. E., Brodie, R. J., Brookes, R.W. and Palmer, R.A. (2003). Assessing the Role of e-Marketing in Contemporary Marketing Practice, Journal of Marketing Management, 19, 857-881.
[5]
Gilmore, A., Gallagher, D., and Henry. S (2007). "E-marketing and SMEs: Operational Lessons for the Future"; European Business Review, 19(3), 112-116.
[6]
Coviello, N. E., Milley, R. and Marcolin, B. (2001). Understanding IT-enabled interactivity in Contemporary Marketing, Journal of Interactive Marketing, 15 (4), 18-33.
[7]
Chen, J. S., Ching, R. K. H. (2004). An empirical study of the relationship of IT intensity and Organisational absorptive capacity on CRM performance, Journal of Global Information Management, Jan-Mar, Vol. 12, 1-17.
[8]
Barwise, P. and Farley J. U. (2005). The State of Interactive Marketing in Seven Countries: Interactive Marketing Comes of Age. Journal of Interactive Marketing, 19(3), 67-80.
[9]
Lead Capital Limited (2008). Nigeria’s Chemical & Paint Industry (An Analytical View).
[10]
Frost and Sullivan, Key Sectors Driving Growth Opportunities in the Sub-Saharan African Chemical Market, 2013. Available from: http://www.slideshare.net/FrostandSullivan/frost-sullivan-key-sectors-driving-growth-opportunities-in-the-subsaharan-african-chemicals-market-chemexpo-nov-2013 (Accessed on 9/01/2014).
[11]
En Mao, and Palvia, P. (2001). Information Technology Acceptance: How Much Do We Know? The proceedings of the Seventh Americas Conference on Information System, Boston: USA.
[12]
Wangwe, S. 2007. A Review Methodology for Assessing ICT Impact on Development and Economic Transformation. African Economic Research Consortium Working Papers, ICTWP-02, 1-31.
[13]
Obasan Kehinde Agbolade (2011). Information and Communication technology and Banks profitability in Nigeria. Australian Journal of Business and Management Research, 1(4) 102-107.
[14]
Hafkin, N. (2002). Gender issues in ICT policy in developing countries. An overview. United Nation’s Division for the Advancement of Women (DAW) Expert Group meeting on Information and Communication Technology and their impact on and use as an instrument for the Advancement of Women, Seoul, Republic of Korea. http://www.apc.org/english/capacity/policy/mmtk_gender_ictpol_hafkin.pdf [Accessed June 1, 2014].
[15]
Ndukwe E., (2003). “The Challenges of Globalisation and the Imperative of Creating Adequate ICT Infrastructure in Nigeria”, a paper presented at the e-Nigeria 2003 International Conference on Information and Communication Technologies (ICTs).
[16]
Akwani, O. (2005). “Telecom Operators Creating New Employment in Nigeria”. Retrieved on June 15, 2014 from: http://www:imdiversity.com.
[17]
Brady, M., Saren, M., and Tzokas, N. (2002). Integrating Information Technology into Marketing. Journal of Marketing Management, 18(5/6), 555–578.
[18]
Wu, F., Mahajan, V. and Bala Subramanian, S. (2003). An Analysis of E-Business Adoption and Its Impact on Business Performance. Journal of the Academy of Marketing Science, 31(4), 425-447.
[19]
Fletcher, K., and Wright, G., (1997). The challenge of database marketing, The Journal of Database Marketing, 5(1), 42-52.
[20]
Leverick, F., Littler, D., Bruce, M., and Wilson, D., (1998). Using information technology effectively: a study of marketing installations, Journal of Marketing Management, 14, 927-962.
[21]
Peattie, K., and Peters, L., (1997). The marketing mix in the third age of computing, Marketing Intelligence and Planning, 15(3), 142-150.
[22]
Salo, J. T, Alaojutsijarvi, K. J, and Koivumaki, T. K (2005). A review of research illustrating the impacts of digitisation on the buyer-seller relationships, 21th IMP Conference proceedings, Rotterdam, Netherlands.
[23]
Johne, A. and Davies, R. (2000). ‘Innovation in Medium-Sized Insurance Companies: How Marketing Adds Value,’ International Journal of Bank Marketing, 18 (1), 6-14.
[24]
Otero-Neira, C., Lindman, M. T., and Fernández, M. J. (2009). Innovation and Performance in SME Furniture Industries: An International Comparative Case Study,’ Marketing Intelligence & Planning, 27 (2), 216-232.
[25]
Boyd, Harper A. John W. Mullins and Orville C. Walker Jr. (2006). Marketing Management: A Strategic Decision Making Approach. Sixth Edition. New York, NY: The McGraw-Hill Companies Inc.
[26]
Udechukwu, F.N. (2003). Survey of Small and Medium Scale Industries and Their Potentials in Nigeria in Seminar on Small and Medium Industries Equity Investments Scheme (SMIEIS) No. 4, Central Bank of Nigeria (CBN) Training Centre, Lagos.
[27]
Brooks, C. (2008). Introductory Econometrics for finance. 2nd ed. London: Cambridge University Press.
[28]
Vorhies, D. W. and Morgan, N. A. (2005). Benchmarking Marketing Capabilities for Sustainable Competitive Advantage. Journal of Marketing, 69, 80-94.
Open Science Scholarly Journals
Open Science is a peer-reviewed platform, the journals of which cover a wide range of academic disciplines and serve the world's research and scholarly communities. Upon acceptance, Open Science Journals will be immediately and permanently free for everyone to read and download.
CONTACT US
Office Address:
228 Park Ave., S#45956, New York, NY 10003
Phone: +(001)(347)535 0661
E-mail:
LET'S GET IN TOUCH
Name
E-mail
Subject
Message
SEND MASSAGE
Copyright © 2013-, Open Science Publishers - All Rights Reserved