The Role of Marketing in Venture Capital Investment Decisions and Portfolio Diversification in Nigeria's Startup Ecosystem

Abstract

This study examines marketing's critical role in Nigeria's evolving venture capital (VC) landscape, focusing on portfolio diversification, startup visibility, and funding success. It highlights the importance of tailored marketing strategies across various stages and sectors, leveraging digital tools to enhance investment outcomes. By employing qualitative interviews, quantitative surveys, and statistical techniques such as regression analysis and ANOVA, the research explores the interplay between marketing strategies and VC diversification outcomes. Findings reveal marketing's significant impact on investment decisions, startup growth, and investor confidence, though no direct link to portfolio diversification was identified. The study provides actionable insights for startups, venture capitalists, and policymakers to optimize Nigeria's entrepreneurial ecosystem, emphasizing risk mitigation, sectoral growth, and regional dynamics. Recommendations for supportive policies and future research opportunities to explore marketing tactics across diverse sectors are also outlined.