Browsing by Author "Kayode Muhammed IBRAHIM"

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    Leveraging Management Policies to Stimulate Creativity and Innovation in Multinational Organizations: Evidence from Nestle Nigeria PLC
    (Kardan Journal of Economics and Management Sciences (KJEMS), 2024-12-30) Zekeri Abu; Kayode Muhammed IBRAHIM
    In today's volatile business landscape, employees' creativity and innovation are critical in boosting organisational success and developing its capability to renew itself. The failure rate in the innovation process across organisations is still high despite the attention it receives from top management. This calls for management to sponsor policies that give creativity and innovation the proper support and direction. This research aims to leverage management policies to stimulate creativity and innovation in multinational organisations. The specific objectives were to investigate the role of access to technology and digital infrastructure on idea generation and examine the effects of skills development initiatives on idea conversion rate. Nestle Nigeria Plc was used as the case study. A 5-point Likert structured questionnaire was used to gather data. A descriptive survey research design was utilised for the study. The study population was 2300 Nestle Nigeria employees, and a sample size of 243 was determined using the Raosoft (2004) formula. Multiple linear regression was used in data analysis. The result showed a positive correlation of 0.369, with a p-value of 000, which means access to technology and digital infrastructure significantly influences innovation diffusion. The findings also revealed a positive correlation in R2 of 0.357, p-value 000, between skills development initiatives and idea conversion rate. It was concluded that leveraging management policies that are adaptable and sensitive to the ever-changing business landscape indeed enhances creativity and innovation. In light of this, it was recommended that establishing management rules that are adaptable and sensitive to the ever-changing business landscape is advised for businesses. Also, an innovative culture must be actively fostered by management policies that value experimentation, candid communication, and idea sharing.
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    Sales Promotion Strategies and Consumer Patronage of Fast-Moving Consumer Goods in Osun State, Nigeria
    (Skyline University, 2024-12-12) Zekeri ABU; Kayode Muhammed IBRAHIM; Abidemi Adedayo Hassan
    Despite widespread adoption of sales promotion strategies in the FMCG sector, businesses in Nigeria, including Unilever, continue to face challenges in maximizing consumer engagement and achieving optimal marketing perfor mance. This study aims to determine sales promotion strategies and consumer patronage of FMCG with the follow ing specific objectives: examine the influence of premiums on customer patronage, assess the effectiveness of sales promotion tools in motivating customer patronage, and investigate the role of event orientation on customer patron age. Consumers of Unilever products in the Osun state constituted the study population. The study used a self-struc tured questionnaire on consumers of Unilever products with 278 respondents using Krejcie and Morgan's table formula, which was chosen using the purposive sampling technique. This study employs both descriptive and inferential statistics. Hypotheses were tested using ordinal regression analysis and data were analyzed using SPSS version 26 (Statistical Package for Social Science). The results of this study show that sales promotion techniques such as discounts, coupons, freebies, and in-store advertising play a significant role in influencing customers to make purchases. Hence, this research recommends that businesses combine premium offerings, diverse sales promotion tools, and event-ori ented strategies to create cohesive and impactful marketing plans. Additionally, events should focus on customer demographics and offer incentives tailored to specific audience preferences.