Abstract
The study investigated the effect of market segmentation and customer value proposition on
organisational performances of indigenous oil and gas companies in Rivers State, as moderated by market innovation and local content policy. The theory underpinning this study is the resource advantage (R-A) theory of competition. Survey research design was used and the population of study consisted of 322 Management Staff of 11 indigenous oil and gas companies in Rivers State. Total enumeration method was adopted through a validated and structured questionnaire to collect data. Data were analysed using Hierarchical regression. Findings revealed that the effect of market segmentation and customer value proposition on organisational performances of indigenous oil and gas companies in Rivers State was significantly affected as moderated by the combination of market innovation and local content policy (β= -2.322E-6, Δ R2 = 0.006; ΔF = 10.055, p.). In conclusion, market segmentation, customer value propositions as moderated by market innovation and local content policy had significant effect on organisational performances of the selected indigenous oil and gas companies in Rivers State, Nigeria. It was consequently recommended that, management of indigenous oil and gas companies should segment their markets, and tailor their products and services to meet customers’ needs, and also develop a strong value proposition with adequate adherence to local content policy.