Market-Related Activities of the Value Chain and Manufacturing Firms Performance in Selected States of Northern Nigeria

The study examined the role of market-related activities of manufacturing value chain on the performance of manufacturing firms in selected states of Northern Nigeria. A firm-level survey was conducted in a cross-sectional examination of members of the Manufacturers Association of Nigeria (MAN), with a sample of 144 firms. The data collected for the study, which was supported by the value configuration theory, was analyzed using multiple regression analysis through the partial least squares structural equation modeling (PLS-SEM). It was discovered that marketing& sales activities, as well as service activities, have significant relationships with manufacturers overall performance. However, outbound logistic has no significant relationship with performance. The findings imply that whereas managers can rely on the contributions of marketing& sales as well as service activities along their value chain, outbound logistic activities may not contribute significantly in its present form towards better performance. It was therefore recommended that managers should find ways of improving those outbound activities they perform; and consider introducing strategic drivers, such as information technology, to enhance performance.