BUSINESS PROCESS RE-ENGINEERING AND MARKETING PERFORMANCE OF MANUFACTURING FIRMS IN SOUTH-EAST NIGERIA

This study examined the effect of Business Process Re-Engineering (BPR) on the marketing performance of manufacturing firms in South-East Nigeria, with particular emphasis on process redesign and technology integration as dimensions of BPR, and customer acquisition and distribution efficiency as measures of marketing performance. Using a quantitative research approach, data were analyzed using correlation and multiple regression techniques to test the formulated hypotheses. The findings revealed a positive and statistically significant relationship between Business Process Re-Engineering and marketing performance, with BPR explaining a substantial proportion of the variation in marketing outcomes. Further analysis showed that process redesign has a significant positive effect on marketing performance, indicating that streamlined workflows and customer-focused processes enhance customer acquisition and distribution efficiency. Technology integration also demonstrated a positive and significant influence on marketing performance, although its effect was relatively weaker compared to process redesign. The findings support the Resource-Based View (RBV) theory, which posits that internal organizational capabilities such as efficient processes and technological resources are critical drivers of competitive advantage and performance. The study concludes that manufacturing firms that effectively redesign their processes and strategically integrate technology are better positioned to improve marketing performance. It therefore recommends that firms adopt comprehensive BPR initiatives supported by appropriate technological integration to enhance customer acquisition and distribution efficiency.