Prof. Timothy Ihinmoyan, Professor of Business Administration at Adekunle Ajasin University, Akungba Akoko, Ondo State, has called on the government to prioritise entrepreneurial policies that encourage job creation, foster a sustainable business environment, drive economic growth, and improve the living standards of Nigerians.
He made this call on Tuesday, 26 May 2026, while delivering the university’s 63rd inaugural lecture titled, “Marketing and Consumers’ Destiny: Spacing, Shaping and Strategies in the 21st Century,” held at the University Multipurpose Hall.
According to Prof. Ihinmoyan, Nigeria needs a government that promotes transparency and good governance to instil confidence in its citizens – a goal achievable only when disciplined and responsible leaders provide for the people’s needs.
Describing marketing as customer-centred, he stressed that production ultimately aims for customer satisfaction through high-quality goods and services that encourage repeat purchases and referrals. “Quality customer service is a necessary tool for retaining customers,” he noted, adding that it also promotes awareness and drives product adoption.
He explained that customer satisfaction derives not simply from high-quality services but from meeting expectations through continually improved delivery at minimal cost. Consumer strategies, he said, involve planned actions such as budgeting, research, and timing of purchases, with 21st-century approaches increasingly leveraging digital platforms.
To improve service quality, Prof. Ihinmoyan urged organisations to enhance customer relations departments to handle complaints, and to provide regular customer service training for staff. He also recommended monitoring and evaluating service delivery systems to keep pace with technological change.
He highlighted several challenges facing today’s consumer space: information overload, difficulty in decision-making, data privacy concerns, social and emotional pressure, subscription-based models, post-purchase fatigue, and over-dependence on digital platforms. Solutions include greater transparency, personalised services using AI, stronger supply chains, sustainable business models, secure digital systems, and proactive regulation.
To enhance small-scale businesses’ contribution to the economy, Prof. Ihinmoyan urged the government to provide critical infrastructure, increase youth participation in entrepreneurship, and – together with communities – ensure adequate security for business owners, as environmental factors significantly affect performance and patronage.
He further called on policymakers to develop sustainable strategies that promote entrepreneurial orientation, drive innovation, and create platforms that foster an entrepreneurial mindset among existing and aspiring business owners.
Earlier, the Vice Chancellor and Chairman of the Occasion, Prof. Olugbenga Ige, described the inaugural lecture as a moment of accountability, celebration, and an invitation to share in the lecturer’s lifetime of research. He commended Prof. Ihinmoyan for his dedication to the university’s development and his remarkable service.
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