Author(s): Cosmas Anayochukwu Nwankwo, Macdonald Kanyangale
The challenge associated with the adoption of entrepreneurial marketing model for effective management of small and medium enterprises in Nigeria has drawn diverse views. Despite the debates, studies conducted in the past have leveraged on existing EM model which has not significantly contributed to SMEs survival in Nigeria. This paper aims at evaluating the entrepreneurial orientation (EO) of the integrated EM model to find out its contribution to SMEs survival in Nigeria. The study is a quantitative study which adopted a positivism paradigm. The study randomly selected 364 owner-managers of manufacturing SMEs in south-east geo-political zone of Nigeria. From the data obtained, EO significantly contributed to the survival of SMEs in Nigeria. Based on the result, the study recommended that integrative EM model should be adopted by both the owners and managers of SMEs as this would help reduce the rate of business failure in Nigeria.