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- W802326677 abstract "In organizational sciences, existing organi zation literatureholds that enterprises should match oral ign their marketing practices and strategieswith opportunities and threats caused by the environment in which they operate.But this alignment does not necessarily take place in all cases. Organizationalsc ience provides the idea that environmental variables may only marginally affectmarketing practices. This study attempts to find out how small scale businessesadapted or responded in the post fire di saster situation. The study addresses a gapin literature about the influence of environmental discontinuities (or disaster) onthe marketing mix of small scale enterprises (SSEs). 300 responde nts (smallbus iness owners) who we re victims of a major fire disaster in Calabar Watt Marketwere sampled. A five point Iikert scale was used to generate primary data fromresponde nts. The data analysis cons isted of descriptive analysis and multipleregressions. Four models were exam ined. Findings reveal among other things thatorganizations (small scale business) realized that the environment changed, andaligned their marketing strategies/practices. Product and place variables were seenas more effective post disaster recovery strategies than price and promotionvariables. It is therefore recommended that marketing strategy should be adoptedas a tool for post disaster recovery for SSEs." @default.
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- W802326677 date "2014-10-01" @default.
- W802326677 modified "2023-09-24" @default.
- W802326677 title "Assessment of Post Environmental Disaster on The Marketing Activities of Small Scale Enterprises in South-South Nigeria" @default.
- W802326677 hasPublicationYear "2014" @default.
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