PRODUCT INNOVATION AND ORGANIZATIONAL COMPETITIVENESS (A STUDY OF CADBURY NIGERIA PLC, LAGOS STATE)
Abstract
The impact of globalization and rapid technological change has given rise to intense competition among organization, with firm survival and success increasingly depending on strategies adopted to increase firm competitiveness. Many organizations have used different approaches to achieve and sustain firm competitiveness, but we noticed that Nigerian Cadbury are deeply involved in product innovations, especially, in the years following the competiveness among different firms. This study therefore examined the effect of product and process innovation capabilities on the competitiveness of Nigerian Cadbury. The study used cross section survey method to administer structured questionnaires on 65 respondents, who are Regional managers operating in Lagos state Nigeria. Based on the results of the Structural Equation Modeling used to analyze the relationships and effects of product and process innovation capabilities on organization competitiveness, the study concluded that these two innovation capabilities had positive and significant effect on organization competitiveness. The study recommends that organization reconfigure and modify their innovative products and processes, and make them unique, more appealing, more accessible, and operationally more effective, than those of their competitors.
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