Journal of African Studies and Sustainable Development

This study investigates the experiences of Nigerian small businesses in marketing the goods at the peak of COVID-19 and the lessons learned. The sample consisted of 21 marketers selling in an open street market in South east Nigeria. An ethnographic approach was used to gather data from the perspective of the cultural insider. With respect to the experiences of the marketers at the peak of the coronavirus pandemic, data analysis revealed four categories that included communication, social responsibility, distribution, ethics and purchasing. For the lessons learned ?ve categories also emerged namely: Market intelligence, succession planning, digitalization of communication and distribution, and resources. Findings suggest that small businesses need to make the improvements they need to succeed in their marketing roles. Business educators, consultants, and small business coordinating organsisations should provide Educational programmes to equip small business marketers with the competencies they need to survive the pandemic and cope with the new normal.

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