Adopting Growth Strategy and Organisational Performance
No Thumbnail Available
Date
2021
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
A publication of the Department of Marketing, Faculty of Management Sciences, University of Ilorin, Ilorin, Nigeria
Abstract
Given the disturbing rate of unemployment in Nigeria, that had impacted negatively on economic growth of the country. Organisations can only provide decent employment when their operations are effective in order to achieve desired performance. This study thus examined the impact of growth strategies on organisation performance with special reference to item 7 in Ilorin, Kwara State. The population of the study comprised customers of item 7 in Ilorin, Kwara State. Closed-ended questionnaire was used to prompt information from 246 respondents who were selected through purposive sampling techniques using Godden's (2004). The researcher distributed 246 questionnaires, while only 222 questionnaires were returned. Hypotheses were tested using linear regression analysis with the aid of Statistical Packages for Social Sciences (SPSS). Findings of the study revealed that Market development (55.6%) and product development (48.1%) strategies have significant impact and positive relationship with corporate image and customer’s satisfaction. The study concluded that adopting Market development and product development strategies are vital to improve the performance of Item 7. The study recommended that fast moving consumer goods (FMCG) firms should adopt market and product development strategies to improve their performance.
Description
Keywords
Corporate Image, Customer Satisfaction, Fast Moving Consumer Goods, Market Development, Product Development
Citation
Jatto, A. A., Bello K. A., Najeem, M. O. & Zubair, O. S (2021): Adopting growth strategy and organizational performance, a study of Item 7, Ilorin. Advances in Management. 20(1); 56-70. A publication of the Department of Business Administration, University of Ilorin.