STRATEGIC COMPETITIVE TRAITS AND RESPONSIVENESS OF REAL ESTATE FIRMS IN SOUTH-SOUTH, NIGERIA

Authors

  • Thomas Chinye Okoisama
  • Inema Alexander Bell-Gam

Keywords:

Strategic competitive trait, aggressiveness, defensiveness, responsiveness

Abstract

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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Published

15-12-2024

How to Cite

Okoisama, T. C., & Bell-Gam, I. A. (2024). STRATEGIC COMPETITIVE TRAITS AND RESPONSIVENESS OF REAL ESTATE FIRMS IN SOUTH-SOUTH, NIGERIA. Nigerian Academy of Management Journal, 19(1), 105–117. Retrieved from https://namj.tamn-ng.org/index.php/home/article/view/373