Abstract

This study was carried out to examine the effect of Coopetitive Marketing on Sales Performance of SMEs in Ibadan, Oyo State. The study was guided by the specific objectives; leveraging shared resources, increasing market size, and driving innovation. A survey research design was adopted, and data were collected through questionnaires administered to selected SMEs in Ibadan. Descriptive analysis was used to analyse the data collected, presented and described using frequency distributions and percentages. Findings revealed that Coopetitive Marketing enhances the Sales Performance of SMEs in Ibadan. Further survey revealed that leveraging shared resources, increasing market size, and driving innovation have significant effect on Sales Performance of SMEs. The paper therefore recommends that with the right strategies and support, SMEs in Ibadan can harness the power of coopetition to enhance their competitive position and drive sales performance.