Supply Chain Integration and Marketing Performance in Nigerian Manufacturing Firms: Evidence from Aba Industrial Cluster

This study investigates the relationship between supply chain integration and marketing performance in manufacturing firms within the Aba Industrial Cluster, Abia State, South East Nigeria. Aba is home to one of Nigeria's most vibrant indigenous manufacturing ecosystems, producing footwear, garments, cosmetics, and other consumer goods. Despite the productive capacity of this cluster, many firms face marketing performance challenges rooted in supply chain inefficiencies that affect product availability, delivery timelines, and cost management. The research employs a descriptive survey design with data collected from 120 marketing and operations managers in Aba-based manufacturing firms through structured questionnaires. Multiple regression analysis evaluates how upstream integration (with suppliers), internal integration (across departments), and downstream integration (with distributors) collectively influence marketing performance metrics including market share, customer satisfaction, and sales volume. The study also examines the moderating role of firm size on the supply chain-marketing performance relationship. Preliminary findings indicate that downstream integration with distributors produces the strongest positive effect on marketing performance, while internal integration reduces order fulfilment errors that undermine customer satisfaction. Recommendations address cluster managers, manufacturing associations, and government enterprise development agencies on facilitating integration practices that enhance the marketing competitiveness of Aba's manufacturing ecosystem. Keywords: supply chain integration, marketing performance, manufacturing, Aba, South East Nigeria