McPherson University, Seriki Sotayo, Ogun State, recently held her maiden inaugural lecture, a significant academic milestone, delivered by Professor Isaac Oladapo Onigbinde, a distinguished scholar and pioneer Professorial Chair in Marketing and Business Strategy. The lecture, which drew scholars, business experts, clerics, and students, addressed the sustainability of indigenous enterprises through the lens of entrepreneurial marketing.

Titled “Entrepreneurial Marketing and Sustainability of Indigenous Enterprises: The Strategic Pathways to Crossing the Red Ocean,” the lecture was delivered under the chairmanship of the Vice Chancellor, Professor Francis Adegbaye Igbasan. The session explored scientific and practical approaches to navigating Nigeria’s challenging business terrain, described metaphorically as a “red ocean” filled with fierce competition and uncertainty.

Professor Onigbinde, leveraging his years of research and industry experience, presented a strategic blueprint for indigenous businesses to rise above limitations and become globally competitive. He stressed that with tailored entrepreneurial marketing strategies and the right policy frameworks, local enterprises can thrive, despite the hostile economic environment. “I have no doubt that with the right marketing strategies and policy frameworks, our indigenous businesses can scale beyond borders,” he stated.

The marketing scholar emphasized the importance of empowering indigenous entrepreneurs with knowledge, tools, and supportive structures. He highlighted how many local businesses, though rich in potential, often collapse under external pressure due to lack of strategic positioning, poor branding, and minimal market penetration. According to him, entrepreneurial marketing holds the key to long-term survival and success.

The Vice Chancellor, Professor Igbasan, commended the lecture and acknowledged Professor Onigbinde’s remarkable contributions to academia. He encouraged him to continue mentoring younger academics, stressing the importance of raising a new generation of scholars and innovators who can lead Nigeria’s economic transformation. The Vice Chancellor also described the inaugural lecture as a timely intervention, especially as the country seeks sustainable solutions to its economic woes.

A special guest at the event, Rev. Dr. Sam Aboyeji, General Overseer of the Foursquare Gospel Church, also praised Professor Onigbinde for his scholarly depth and contributions to national discourse. He urged policymakers and business stakeholders to pay close attention to the insights shared, noting that Nigeria’s growth must begin with local empowerment and knowledge driven policies.

Professor Onigbinde used local proverbs to drive his message home. Referring to a Hausa adage, “Wanka da gaari baya maganin yunwa” (bathing with garri does not cure hunger), he likened the idea of increasing refinery licenses without ending fuel importation to a fruitless effort. He called on the government to adopt inward focused economic strategies that prioritize production and marketing of local goods over unsustainable consumption subsidies.

He also proposed that instead of subsidizing consumption, the Nigerian government should focus on subsidizing agricultural inputs and adopting efficient food marketing strategies. This approach, he argued, would ensure quality, affordability, and accessibility of food without compromising nutritional value. “When hunger is dealt with,” he said, quoting an African proverb, “the viciousness of poverty becomes mild.”

Beyond the lecture theme, Professor Onigbinde highlighted his scholarly contributions over the years, including groundbreaking work on differentiating Corporate Public Relations (CPR) from Marketing Public Relations (MPR), expanding the concept of PR Altruistic Motives (PRAM), and developing behavioural change communication strategies through social marketing. He also contributed significantly to political marketing and entrepreneurial marketing models applicable to Micro, Small, and Medium Enterprises (MSMEs).

The event concluded with a call to action for academia, government, and the private sector to collaborate and create tailored solutions for Nigeria’s economic future. The inaugural lecture has undoubtedly set the tone for future intellectual engagements at McPherson University, signaling its rising profile as a hub for innovation, policy discourse, and sustainable development strategies.