The challenges of Nigerian agricultural firms in implementing the marketing concept

Purpose – The purpose of this paper is twofold. First, the study traces 30 international marketing strategies of Nigerian agri‐business firms in order to learn whether these firms work today according to the marketing concept in their attempts to export their products. The second purpose is to identify gaps between the current international marketing strategy of Nigerian agri‐business firms and the required international marketing strategy that these firms should carry out in five stages of implementing the marketing concept. Design/methodology/approach – A qualitative study was conducted by interviewing 30 CEOs and senior managers in five focus groups, in order to learn more about the difficulties and challenges that agri‐business managers in Nigeria must cope with, while trying to work according to the marketing concept. Findings – Although most senior managers of leading agri‐business firms in Nigeria are aware and fully understand the meaning of the marketing concept, there is a major gap between what should be implemented and what is carried out in practice, mainly because of the structure of the Nigerian market economy. Originality/value – This pioneering study provides useful knowledge for any agri‐business firm in Nigeria and other firms in Africa in order to improve their marketing capabilities to gain a competitive advantage in international markets.