THE EFFECT OF PERSONAL SELLING STRATEGIES IN THE MARKETING OF CONSUMER PRODUCT
Abstract
In today's highly competitive business environment, organizations are striving hard to survive. As a result of intense global competition, low return on investment, high cost of production, changes in government policies, economic meltdown, increasing customer expectation and shortage of talent which affect the performance of the organization, as a result of these, this study seek to examine the impact of strategic renewal on organizational performance, the specific objectives were to : (i) examine the impact of strategic alliance on competitive advantage, and (ii) determine the effect of company acquisition on market share. Survey design was used. The target population for this study were the 1621 staff, 318 staff was used as the sample size for the study. The source of data collection was primary, a structured questionnaire was administered through hand delivery. Findings of the study shows that there is significant relationship between strategic alliance and competitive advantage with R2= 97.0%, P _ Value 0.000, it also revealed that firm's acquisition on market share has significant impact with R2= 98.5%, P _Value - 0.000, it also unveiled that there is significant relationship between research and development and product innovation with R2= 97.0%, PValue- 0.000. The study concluded that strategic alliance has significant influence on competitive advantage, when organization engage in strategic alliance, be it joint venture, equity alliance, or non-equity alliance, such organization has more strategic capability in terms of its finance, production capability, technical know -how, these enhances the firm's competitive advantage. And thus ensures that it continue to survive in forseeable future. This study also recommended that managers should ensure that it strengthen its strategic alliance with other firms it is into alliance with, by ensuring that it performs its required duty in the alliance. Manegers should create research and development department in the organization if it does not have before, for consistent research on it products regularly.
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