International records / OpenAlex research

Strategic marketing innovations and organizational performance of commercial banks in South-South, Nigeria

With the new dynamic and competitive banking environment, commercial banks now have to think in term of marketing innovations to develop its performance in order to remain profitable. This study examined the relationship between strategic marketing innovations and commercial banks' performance in South-South, Nigeria with the moderating effect of environment dynamism. This study was conducted using the theories of resource-based view theory, dynamic capabilities theory and the contingency theory. The research design adopted was the cross-sectional survey research and positivist approach. The p…