Innovation Strategies and Sales Performance of Food and Beverages Firms in Akwa Ibom State
Year: 2025
Type: article
Abstract: The researchers critically examined innovation strategy and sale performance of food and beverages firms in Akwa Ibom State, Nigeria. The main objective of the study was to examine the influence of innovation strategies on sales performance of food and beverage firms in Akwa Ibom State. The researcher utilized a survey design as the primary research approach. The study was carried out in Uyo, Akwa Ibom State, and a structured questionnaire was used as the main data collection tool. 296 staffs across the different food and beverages firm were the respondent. The data from the field was analyzed using simple linear regression. The result revealed a significant influence of innovation strategies dimensions and sales performance of food and beverage firms in Akwa Ibom State. The researcher concluded that marketing innovation strategy and process innovation strategy are key element of innovation strategies that influences sales performance in the food and beverages companies and further remanded that Companies that have not been using marketing innovation and process innovation strategy to a large extent should do so in order to be competitive and enhance their sales performance, also that more attention should be paid to emerging and modern technology as the world is bringing up new ways of doing almost everything.
Authors: Orok, Anthony Bassey, Odum, Patience Sunday, Kanu, Martin Ikechukwu
Institutions: University of Calabar, University of Uyo
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6949309017
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