SUPPLIER RELATIONSHIP MANAGEMENT AND FIRM PERFORMANCE (A CASE STUDY OF 7 UP BOTTLING COMPANY PLC ABA)

ABSTRACT This study investigates the impact of Supplier Relationship Management (SRM) on the productivity of Nigeria Bottling Company (NBC). The Nigerian bottling industry, characterized by intense competition and dynamic market conditions, necessitates efficient supplier relationships to ensure smooth operations and sustained competitiveness. Through a mixed-method approach incorporating qualitative interviews and quantitative analysis of secondary data, this research aims to provide insights into the relationship dynamics between NBC and its suppliers, and how these dynamics influence the firm's productivity The qualitative component involves interviews with key stakeholders within NBC and its supplier network to understand the current SRM practices, challenges faced, and perceived benefits. Additionally, quantitative analysis will be conducted on historical data to evaluate the correlation between SRM initiatives and firm productivity metrics such as operational efficiency, cost reduction, and product quality. Findings from this study are expected to contribute to both theoretical understanding and practical implications for enhancing SRM strategies in the Nigerian bottling industry context. It is anticipated that improved SRM practices will lead to enhanced collaboration, risk mitigation, and innovation within the supply chain, ultimately boosting NBC's productivity and competitiveness in the market. Keywords: Supplier Relationship Management, Firm Productivity, Nigeria Bottling Company, Supply Chain Management, Competitive Advantage.