As Nigeria continues to grapple with economic instability, a university don has urged stakeholders to embrace entrepreneurial marketing as a sustainable solution for indigenous enterprises in the country and across Africa.
Professor Isaac Oladepo Onigbinde made the call during the maiden inaugural lecture of McPherson University, Seriki Sotayo, Ogun State, marking a cherished moment for the private institution.
Adamimogo 105.1FM correspondent, Abimbola Ogunbadeniyi, who covered the event reported that the lecture touched on both the challenges and possibilities for homegrown businesses.
However, Professor Onigbinde lamented the stagnation of indigenous enterprises due to issues such as erratic electricity supply, low market patronage, and the struggle for competitive relevance in a saturated market.
Drawing from decades of research and experience, the marketing expert proposed a range of strategies tailored to Nigeria’s unique business environment.
He noted that despite their struggles, indigenous ventures possess untapped potential to rival multinational corporations, if given the right tools and support.
“I have no doubt that with the right marketing strategies and policy frameworks, our indigenous businesses can scale beyond borders,” Onigbinde said.
The Vice-Chancellor of McPherson University, Professor Francis Igbasan, praised the lecture and urged Professor Onigbinde to continue nurturing younger academics to drive future innovation.
Also present at the event was the General Overseer of the Foursquare Gospel Church, Rev. Dr. Sam Aboyeji, who lauded the professor’s contributions to knowledge and economic discourse.
The lecture served as a rallying call for academia, government, and private sector players to provide creative, localized solutions to Nigeria’s economic challenges—beginning with the empowerment of indigenous enterprises through strategic marketing.
