Abstract The adoption of a market orientation (MO) model for effective management of small and medium enterprises (SMEs) in Nigeria and beyond has drawn diverse views. Extant studies conducted in Nigeria in the past decades have leveraged on the existing entrepreneurial marketing model that has not significantly contributed to the survival of SMEs in Nigeria. The objective of this quantitative study is to investigate the effects of MO on the survival of manufacturing SMEs in Nigeria. The study adopted a positivistic ontology and descriptive survey design. The study randomly selected 387 owner-managers of manufacturing SMEs in Nigeria. The results show that MO significantly contributed to the survival of SMEs in Nigeria. Based on the results, the study recommends that integrative Entrepreneurial Marketing (EM) should be adopted by both the owners and managers of SMEs as this would help reduce the rate of business failure in Nigeria.

中文翻译：

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尼日利亚中小企业的市场定位与生存

摘要在尼日利亚及其他地区，采用市场导向（MO）模式对中小企业（SME）进行有效管理已引起了不同的看法。过去几十年来在尼日利亚进行的现有研究充分利用了现有的企业营销模型，该模型并未对尼日利亚的中小企业的生存做出重大贡献。这项定量研究的目的是调查MO对尼日利亚制造业SME生存的影响。该研究采用了实证的本体论和描述性调查设计。该研究从尼日利亚随机选择了387个制造业中小企业的所有者-经理。结果表明，MO极大地促进了尼日利亚中小企业的生存。根据结果​​，