Innovation Complexities and Market Performance: Evidence from Nigerian Food and Beverage Sector
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Date
2019-03
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Abstract
The dynamic nature of business environment and the ever changing needs of consumers have to constantly
make strategic organizations to continue to adopt innovative practices to continue to survive. Firms adopt
innovation strategy to survive and gain competitive advantages in the marketplace. Innovation strategy entails
adoption and implementation of a new or significantly improved product, or process, a new marketing
method, or a new organizational method in business practices. The thrust of this study was to examine the
relationship between innovation complexities and market performance. The study adopted primary data
were with the aid of a structured questionnaire that was administered to respondents. A Structural Equation
Model was used to test the hypothesis and findings of the study revealed that innovative practices adoption
and implementation is provides opportunities to organization in terms of been proactive to changes and also
initiating positive changes that aids competitive advantage and sustainable performance. The study
recommends that since innovative practices is germane and integral for improved sustainable performance,
it must be continuously maintained, sustained and improved