DETERMINANTS OF MARKETING INNOVATIONS IMPLEMENTATION AMONG MSMES IN RESOURCE-CONSTRAINED ENVIRONMENTS: EVIDENCE FROM NORTHEAST NIGERIA

Abstract

Marketing innovation is increasingly recognized as a cost-effective strategy for MSMEs in resource
constrained environments. However, limited attention has been given to the drivers that enable its 
implementation in such contexts. This study examines the determinants of marketing innovation 
implementation among micro, small and medium enterprises (MSMEs) in Northeast Nigeria. 
Specifically, it investigates the influence of entrepreneurial orientation, digital capability and market 
intelligence capability on marketing innovation implementation among registered MSMEs in Bauchi, 
Gombe, and Borno States. A cross-sectional survey design was adopted. The population comprised 
73,327 MSMEs, from which a minimum sample size of 398 was derived using the formula proposed 
by . To address potential non-response, the sample was increased by 10% in line with methodological 
recommendations of , yielding a final sample of 438. Bowley’s proportional allocation and a multi
stage sampling technique were employed to ensure representativeness. Data were collected via 
structured questionnaires and analyzed using multiple regressions. Findings reveal that 
entrepreneurial orientation, digital capability and market intelligence capability have significant 
positive effects on marketing innovation implementation. The study concludes that firm-level 
capabilities drive marketing innovation in resource-constrained environments. It recommends that 
MSMEs strengthen entrepreneurial orientation, invest in digital capabilities and enhance market 
intelligence to improve innovation outcomes and competitiveness.