SUPPLY CHAIN AGILITY AND MARKETING SUCCESS OF LOGISTICS FIRMS IN PORT HARCOURT, RIVERS STATE NIGERIA

NNENANYA, DORIS AKUNNE

doi:10.5281/zenodo.19202512

NNENANYA, DORIS AKUNNE Marketing Department, Faculty of Management Sciences, University of Port Harcourt, Rivers State, Nigeria https://orcid.org/0009-0000-5231-8721

DOI: https://doi.org/10.5281/zenodo.19202512

Keywords: Supply chain agility, alertness, marketing success, logistics firms, Port Harcourt, sales growth, market share

Abstract

The dynamic and competitive nature of the logistics industry in Port Harcourt, Rivers State, demands firms to adopt strategies that enhance responsiveness and marketing outcomes. This study examines the relationship between supply chain agility and marketing success of logistics firms in Port Harcourt. Employing a cross-sectional survey design, primary data were collected from 129 managers of selected logistics firms using a structured questionnaire. The study analyzed the data using descriptive statistics and tested hypotheses with Spearman Rank Order Correlation Coefficient. Findings indicate that alertness, a key dimension of supply chain agility, has a significant positive relationship with market share and sales growth, highlighting the critical role of agile supply chain practices in achieving marketing success. The study provides empirical evidence supporting the integration of supply chain agility into marketing strategies and offers practical recommendations for logistics managers aiming to improve competitive performance. The results contribute to both theory and practice by demonstrating how agility in supply chain operations directly enhances firm-level marketing outcomes in emerging market contexts.

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