THE EFFECT OF PRODUCT RELAUNCH ON THE GROWTH OF A FIRM (A STUDY OF NIGERIA BREWERIES PLC.)
Abstract
Abstract
This study examines the effect of product re-launch on the growth of a firm, with a focus on Nigeria Breweries Plc. In a dynamic and unpredictable business environment, organizations must adapt and innovate to remain competitive and profitable. Product re-launch, defined as the strategic introduction of improved products, methods, or market approaches, serves as a vital tool for sustaining business operations and stimulating growth. The study highlights the historical evolution of product innovation, from early human tool-making to modern industrial practices in Nigeria, illustrating the enduring importance of continual improvement. In a market characterized by technological advancement, increased consumer awareness, and economic challenges, re-launching products is essential for maintaining relevance and achieving business success. This research aims to explore how re-launch strategies influence firm performance, emphasizing their role as a driver of innovation, competitiveness, and long-term sustainability.
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