The Moderating Effect of Environmental Dynamism on the Relationship between Business Process Management and Marketing Innovation Performance: A Perspective of Nigerian SMES in Manufacturing and Service Industries

Abstract

As the wave of competition among enterprises is becoming more intense due to raise in search for customers and high business returns, managers were left with no option than to face a challenging task of improving and integrating the manufacturing as well as service delivery processes. At the crucial moment, the level of innovativeness of business enterprise becomes more important than any other factor, since the growth and survival of Small and Medium Enterprises (SMEs) could no longer be guaranteed. This study tries to fill this research gap by trying to investigate the relationship between business process management and marketing innovation performance of Nigerian SMEs in manufacturing and service industries, the adoption of environmental dynamism as moderator could further the strengthen the relationship. The study is undergoing a validation process and when validated will benefit the regulatory bodies and business managers.

 

Keywords: Business process management (BPM), Environmental dynamism (ED), marketing innovation performance (MIP), SMEs, Nigeria.