BENJAMIN Ebimobowei Rex
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
OKWANDU Gabriel A.
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
NWULU Chinyere Stella
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Abstract
The study investigated the relationship between production alliance and marketing success of upstream oil and gas companies in Rivers State. The treated production alliance unidimensional, while cost reduction, increased sales and profitability measured the dependent variable. This study adopted an explanatory research design with a correlational method of investigation. The population of this study comprised eleven (11) quoted upstream oil and gas firms in Rivers State. A census approach was adopted to administer three copies of questionnaire to Marketing Managers, Operations Managers, and Production Managers of the eleven (11) quoted upstream oil and gas companies in Rivers State, making a total of thirty-three (33) respondents. Descriptive statistical analysis was conducted to describe the data set, while Pearson Product-Moment Correlation (PPMC) was adopted to test the formulated hypotheses with the aid of statistical packages for social science version 25.0. The findings of the study revealed statistically positive and significant relationships between production alliance and marketing success. Based on the findings, the study concluded that production alliance has a positive significant relationship with marketing success of upstream oil and gas companies in Rivers State. The study recommended that managers of upstream oil and gas companies in Rivers State should deepen production alliances to achieve cost efficiency; managers of upstream oil and gas companies in Rivers State should collaborate in production to increase sales performance; managers of upstream oil and gas companies in Rivers State should enhance production partnerships to boost profitability.
Keywords: Cost advantage, cost reduction, marketing success, product alliance, profitability.