Macroeconomic Volatility, Marketing Strategy Choices, and Organizational Performance Among Mobile Network Operators in Nigeria

Pervasive economic instability in Nigerian telecom sector precipitated a strategic marketing realignment among mobile network operators, oriented toward organizational survival and renewed competitive positioning. This study scrutinizes the interplay among macroeconomic volatility, marketing strategy choices, and organizational performance, with particular attention to how organizational capabilities moderate these relationships among Nigerian mobile operators. The study adopts a quantitative cross-sectional survey design targeting marketing managers of MTN Nigeria, Airtel Nigeria, Globacom, and 9mobile. Data were collected from 326 respondents through a structured questionnaire and analyzed using correlation and multiple regression techniques. The results establish that macroeconomic volatility drives marketing strategy decisions, which in turn determine performance outcomes, while organizational capabilities robustly moderate each of these direct relationships. The study recommends that GSM providers invest in marketing agility, consumer analytics, and strategic flexibility, while policymakers should address foreign exchange scarcity, multiple taxation, and infrastructure deficits to foster industry sustainability.