Strategic Alliance and Market Performance of Small and Medium Enterprises (SMEs) in North Central Nigeria
The researchers evaluated strategic alliances and market performance of small and medium enterprises (SMEs) in North-Central Nigeria. Specifically, they assessed the relationships between marketing and distribution alliances and sales performance as well as between production alliances and competitive advantages of SMEs in North-Central Nigeria. The researchers employed survey design, thereby making the questionnaire the main instrument of data collection. Taro Yamane’s formula was used to determine a sample size of 386 SMEs from a population of 10,747. The researchers utilised descriptive and inferential statistics techniques. The descriptive analysis (mean, frequency and percentage) was performed on all categories of data to show their general trends. With the aid of SPSS version 23.0 for Windows, the formulated hypotheses were tested with the aid of Spearman's rank-order correlation method. The study revealed a significant relationship between marketing and distribution alliance and sales performance and between production alliance and competitive advantages of SMEs in North Central Nigeria. Thus, it was recommended that for SMEs to stay competitive and expand their sales capabilities, they should collaborate strategically through marketing and distribution alliances.