ROLE OF VALUE NETWORK COLLABORATION ON MARKET VISIBILITY OF INDEPENDENT PETROLEUM MARKETERS IN RIVER STATE

Abstract

This study examines the role of value network collaboration and its impact on the market visibility of independent petroleum marketing firms in Rivers State. Adopting a cross-sectional survey research design, the study targeted a population of 450 independent petroleum marketing firms registered with the Independent Petroleum Marketers Association of Nigeria (IPMAN). Using Taro Yamane’s formula, a sample size of 212 firms was determined. Value network collaboration was treated as a one-dimensional variable, while market visibility was measured through brand awareness and brand recall. Data were analyzed using Pearson product-moment correlation. Findings reveal a strong and significant relationship between value network collaboration and brand recognition, as well as between value network collaboration and brand recall. These results suggest that collaborative networks are critical drivers of market visibility for independent petroleum marketers. Based on these findings, the study recommends that firms engage in strategic collaborations with other firms to enhance competitive advantage, expand market share, and increase revenue.