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OFORI N. Queeneth
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
queeneth.ofori@ust.edu.ng

Abstract
This paper examined the relationship between product differentiation and market competitiveness of firms.
Adopting extensive literature review as its methodology, the study synthesized reports and arguments of scholars to find out evidence of connection between product differentiation and market competitiveness.
The literature review indicates firms succeed through practicing product differentiation hinged on prioritizing innovation and catering to local taste and preference, to enable them capture market share, build brand strength, and create a unique position in the market. The paper concludes that a robust approach to product differentiation, aligned with strategic marketing initiatives, is pivotal to sustained market competitiveness of firms.

Keywords: Brand strength, market share, market competitiveness, product differentiation

BERNARD Peniel
Department of Marketing, Faculty of Administration and Management,
Rivers State University Port Harcourt
peniel.bernard@ust.edu.ng
AKEKUE-ALEX Nennaaton
Department of Marketing, Faculty of Administration and Management,
Rivers State University Port Harcourt
peniel.bernard@ust.edu.ng
GLADSON-NWOKAH Juliet Ijeoma
Department of Marketing, Faculty of Administration and Management,
Rivers State University Port Harcourt
peniel.bernard@ust.edu.ng

Abstract
This study investigated the relationship between economic order quantity (EOQ) and logistics performance of quoted oil and gas companies in Nigeria. The oil and gas industry faces significant logistical challenges, including high transportation costs, overstocking, and stock-outs, which adversely affect operational efficiency. Utilizing a cross-sectional research design, data were collected through structured questionnaires administered to senior managers in operations, logistics, and warehousing across nine oil and gas companies. Spearman’s Rank Order Correlation was employed for data analysis, revealing strong, positive correlations between EOQ and key logistics performance indicators: on-time delivery, order Fulfilment, and transportation costs (p < .005). The findings demonstrate that implementing EOQ can significantly enhance inventory management, reduce costs, and improve logistics outcomes in the sector. The study contributes to the existing literature by highlighting the underexplored application of EOQ in Nigeria’s oil and gas industry and underscores the need for effective inventory management practices to optimize logistics performance. Recommendations are provided for industry practitioners to integrate EOQ principles into their inventory management strategies to achieve operational excellence.

Keywords: Economic order quantity, on-time delivery, order fulfilment, logistics performance transportation costs.

NWOKOCHA Chiwetara Gloria
Department of Marketing, Faculty of Administration and Management
Rivers State University Port Harcourt
ADIELE Kenneth C.
Department of Marketing, Faculty of Administration and Management
Rivers State University Port Harcourt.

Abstract
This study examined effect of political canvassing on citizen participation in party politics in Nigeria. The study used political canvassing unidimensionally, and used voting, party membership and campaign involvement to represent citizen participation. The study adopted an explanatory research design. The population of the study comprised 93, 469, 008 registered voters in Nigeria. The proportionate sampling procedure was used to generate a sample size of 384 voters from the six geopolitical zones across Nigeria.
The study collected primary data using questionnaire whose validity and reliability was ascertained via the exploratory factor analysis and Cronbach’s Alpha test of reliability respectively. The study tested three hypotheses where using simple regression with the help of statistical package for social sciences version 22.0. The study found that political canvassing has positive and significant influence on measures of citizen participation (voting, party membership and campaign involvement). Thus, the study concluded that political canvassing significantly influence citizen participation in party politics in Nigeria; and recommends that political parties and electoral bodies in Nigeria should adopt political canvassing to encourage citizen participation by voting, becoming a party member and been involved in campaign process.

Keywords: Campaign involvement, citizen participation, party membership, political canvassing, voting.

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Journal of Marketing Development (JMD) is a peer reviewed journal published by the Department of Marketing, Faculty of Administration and Management, Rivers State University Port Harcourt, Nigeria.

ANIH John David
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt, Nigeria
OPARA Bright C.
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt, Nigeria
ADIELE Kenneth C.
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt, Nigeria

Abstract
This study investigated the influence of electronic data interchange (EDI) on competitiveness of oil and gas companies in Rivers State. The study proxied competitiveness with cost reduction, innovativeness and flexibility. The study whose population consisted 28 oil and gas companies, adopted a survey research design. The study took a census due to the small size of the study. The general manager, marketing manager, procurement manager, logistics manager and business development manager of each of the 29 oil and gas firms were purposively selected to provide data for the study. Measures of central tendencies and measures of dispersions were used in at the primary level of analyses; while the P(r) was used to test the correlation between EDI and proxies of competitiveness. The results showed that EDI has positive significant connection with cost reduction, innovativeness and flexibility, hence competitiveness of oil and gas companies in Rivers State. The study concludes that EDI informs competitiveness of oil and gas companies in Rivers State; and recommends that management of oil and gas companies in Port Harcourt should implement EDI systems as panacea to improved competitiveness.

Keywords: Competitiveness, cost reduction, electronic data interchange, flexibility, innovativeness.

EBONG Caleb Akanimo
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
IHUNWO Elvis C.
Department of Logistics and Supply Chain Management
Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

Abstract
This study examined the impact of logistics risk assessment on resilience of oil and gas servicing companies in Akwa-Ibom State, focusing on coping with change, adaptability and resilience ethos as proxies of resilience. The study adopted an explanatory research design. Its population comprised 16 oil and gas servicing companies. Considering the smallness of the population, all the companies were studied. 4 respondents from each of the 16 companies making a total of 64 (i.e. 4 x 16) respondents provided data through a 16 item questionnaire structured in Likert scale. However, only 58 respondents provided valid data which were used for the analysis. Simple regression analysis was used to test the null hypotheses formulated in the study, using the Statistical Package for Social Sciences (SPSS) version 22.0. Results of the analyses shows that logistics risk assessment has positive and significant impacts on coping with change, adaptability and resilience ethos of oil and gas servicing companies in Akwa-Ibom State. In view of these findings, the study concluded that logistics risk assessment significantly impacts resilience of oil and gas servicing companies in Akwa-Ibom State; and recommends that, oil and gas servicing companies in Akwa-Ibom State should continue to deploy logistics risk assessment initiatives to provide essential insights into potential hazards and their implications in order to improve their resilience capacity.

Keywords: Adaptability, coping with change, logistics risk assessment, resilience, resilience ethos.

OMOJOLA Olumide Babatunde
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt, Nigeria
IKEGWURU Mac-Kingsley
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt, Nigeria

Abstract
This study examined cloud computing adoption and supply chain transparency of freight forwarding companies in Rivers State. Cloud computing was treated as a single unit variable, while supply chain transparency was decomposed into supply chain adaptability and supply chain alignment. The population of the study comprised 77 freight forwarding companies. The Taro Yamane’s formula was used to arrive at a sample size of 44 freight forwarding companies, and the convenience sampling technique was used to select the 44 companies. 132 management staff were drawn as a frame of 3 management staff per company. Questionnaire was used to collect primary data. 132 copies of questionnaire were thus were distributed to respondents. 127 copies were returned, yielding a response rate of 96%. The usable copies numbered 123 (91%). The study adopted simple regression analysis to test the influence cloud computing adoption on supply chain transparency. The results reveal that cloud computing adoption has moderate, positive and significant influence of on supply chain adaptability and supply chain alignment. The study therefore concludes that cloud computing adoption significantly influence supply chain transparency of freight and forwarding companies in Rivers State, and recommends that Freight and forwarding companies’ should adopt cloud computing to connect to supply chain transparency that manifests in supply chain adaptability and supply chain alignment.

Keywords: Cloud computing adoption, supply chain transparency, supply chain adaptability, supply chain alignment.

FRANK Ebimoboere
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
DIDIA James U. D.
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

Abstract
The focus of the study was to investigate the nexus between Core competence and market performance of food and beverages firms in Port Harcourt. Core competence was relied upon as a single unit variable to explain variations in market performance proxied by brand awareness, customer patronage and market penetration. The study whose population consists 19 food and beverages firms as recorded by Nigeria Catalog (BussinessList, 2024), adopted a survey research design. The entire population was surveyed. 4 copies of the research instrument was sent to each of the 19 food and beverages, with marketing, procurement, operations and human resource managers serving as respondents. The simple regression analysis was used to test the hypotheses. The results show that core competence has very strong and significant relationship with brand awareness, customer patronage and market penetration. The study concludes that core competence relates to market performance; or that market performance of food and beverage firms in Port Harcourt depends on core competences. The study therefore recommends that management of food and beverage firms should devote more effort to building core competence if they seek to improve their market performance.

Keywords: Brand awareness, core competence, customer patronage, market penetration, market performance.

DAVID Confidence Onyinyechi
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
NWOKAH N. Gladson
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt

Abstract
The study investigated the relationship between influencer trust and brand success of cosmetic firms in Rivers State. Social identity theory was adopted asthe theoretical foundation. The study adopted a positivist research paradigm and an explanatory research design. The population of the study comprised 19 cosmetic firms; and the entire population was surveyed. Purposive sampling method was used to select marketing, social media and brand managers of the 19 firms. Hence, a total 57 employees of the cosmetics firms provided primary data for the study. A structured questionnaire was used to collect the primary data. Out of 67 questionnaire distributed, 50 copies were found useful. The Pearson Product Moment Correlation served as test statistic. The statistical analyses was conducted with the help of Statistical Package of Social Sciences Software (SPSS). The results reveals that influencer trust has a very strong positive relationship with brand awareness; and a strong positive relationship with brand image. The relationships were found to be statistically significant. Therefore, the study concluded that influencer trust relates positively and significantly with brand success of cosmetic firms in Rivers State; and recommends that cosmetic firms in Rivers State should identify and engage influencers who are perceived as credible and authentic by consumers, to endorse or represent their products.

Keywords: Brand awareness, brand image, brand success, influencer trust, social identity theory.