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Customer‐focus, competitor‐focus and marketing performance

N. Gladson Nwokah (Lecturer in the Department of Marketing, Faculty of Management Sciences, Rivers State University of Science and Technology, Port Hartcourt, Nigeria)

Measuring Business Excellence

ISSN: 1368-3047

Article publication date: 28 August 2009




The purpose of this paper is to assess the influence of customer focus and competitor focus on marketing performance of food and beverages organizations in Nigeria.


The paper adopted an exploratory design‐ six measures of marketing performance is used to capture the customer‐focus and competitive‐focus of food and beverages organizations in Nigeria. Data were collected from key informants using a research instrument. Returned instruments were analyzed using regression analysis through the use of statistical package for social sciences (SPSS) version 16.


The paper validated the existing instruments for measuring customer focus, competitor focus and marketing performance. The paper also finds a strong positive relationship between the three constructs.

Practical implications

Two major implications are identified in this paper, one to scholars on the investigation of the link between customer focus, competitor focus and marketing performance in two different organizations. The second is for managers to be aware of the need for effective assessment of marketing performance measure in line with customer focus and competitor focus. This will no doubt help to provide knowledge and understanding of the reason for and consequences of any particular marketing decision.


The paper significantly refines the body of knowledge concerning the impact of customer focus, competitor focus and marketing performance in the Nigerian context.



Gladson Nwokah, N. (2009), "Customer‐focus, competitor‐focus and marketing performance", Measuring Business Excellence, Vol. 13 No. 3, pp. 20-28.



Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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