The structural adjustment programme and marketing in the manufacturing industry in Nigeria

This paper is a study of the effect of the Structural Adjustment Programme (SAP) on marketing practices of manufacturing industry in Nigeria. Data for the study were collected through a questionnaire and depth interview of chief executives or senior managers. The data were analysed on a “before” and “after” basis using a Wilcoxon Signed‐Rank Test. The major findings of the study were that manufacturing industries: adjusted only their marketing operations, not their production structure; attained higher sales, productivity and profitability; did not increase their exports, use of local materials, or employment. The study concluded that SAP was not capable of achieving the objectives envisaged because of the underdeveloped characteristics of the economy. It recommended a more fundamental re‐engineering of the economy in order to achieve the desired objectives.