STRATEGIC COMPETITIVE TRAITS AND RESPONSIVENESS OF REAL ESTATE FIRMS IN SOUTH-SOUTH, NIGERIA
Keywords:
Strategic competitive trait, aggressiveness, defensiveness, responsivenessAbstract
The study examined the relationship between
strategic competitive traits (dimensioned by
aggressiveness and defensiveness) and
responsiveness of Real Estate firms in South
South, Nigeria. The upper echelon theory
underpinned the study and the philosophical
posture is positivism. The cross-sectional survey
research design was adopted, while the
questionnaire was the instrument for data
collection. A sample of 269 middle and top-level
managers was drawn from an accessible
population of 890 managers of all the 1 7 8 r e a l
estate firms registered with the Nigerian
Institution of Estate Surveyors and Valuers in
Nigeria and located in South-South, Nigeria. The
hypotheses were tested at a 0.05 significance level
using the partial least squares-structural equation
modelling. The study found that there is a
moderate positive and significant relationship
between the aggressiveness and responsiveness of
Real Estate firms in South-South, Nigeria. More
so, the study found that there is a moderate
positive and significant relationship between the
defensiveness and responsiveness of real estate
firms in South-South, Nigeria. It is hereby
concluded that the deployment of appropriate
strategic competitive traits, such as
aggressiveness and defensiveness, will enhance
the responsiveness of real estate firms in South
South, Nigeria. Therefore, it is recommended
that: managers of real estate firms should;
enhance the deployment of aggressiveness
techniques, when necessary, to ensure the
responsiveness of the firms. They should do so by
engaging in frequent product adaptation to the
local consumer needs, ensuring great efforts are
made to strengthen the firm’s brand image, and
advertising and communicating effectively
products and services to potential consumers.
Also, the Management of real estate firms should
improve the adoption of defensiveness as a
strategy to achieve responsiveness, by ensuring
that customers are contractually bound to the
firm, adding a customer’s complaint function in
the formal organization’s structure, and
providing more discounts for repeat purchases.
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