MODELING THE INDICES OF ORGANIZATIONAL AND MARKETING INNOVATIONS ADOPTED BY SMALL SCALE FLOUR AGRO- MARKETING FIRMS ABIA STATE, NIGERIA (Published)
A detailed analysis of the indices of organizational and marketing innovations has been examined in this study. The specific objectives duly analyzed were identification of the features of small scale flour marketing firms; analysis of the profitability and efficiency of the firms using income statement; ascertaining the determinants and indices of organizational, marketing and technological innovations. The technique of data collection was firstly a purposive sampling method to choose Aba and Umuahia Metropolis and small scale flour marketing firms and; secondly a random sampling selection technique was employed in selecting fifty specific firms for the study. The data elicited from sampling of fifty small scale flour marketing firms were analysed via descriptive statistics, income statement, probit and Ordinary Least Square Multiple regression analyses. The report from the results analyses showed that the significant indices of marketing innovation were price strategy, promotion strategy, distribution method, sales method, packaging and production strategies. On the other hand, significant indices of organizational innovation included work arrangement, quality management, motivation, use of promotion, product modification and employee schedule. The organizational innovation was highly significant than marketing innovation of small scale flour marketing firms in contributing towards enhancing the performance of small scale flour marketing firms. Thus, the organizational and marketing innovation indices analyzed in this work remained very significant and highly important tools for profitable marketing activity and in unlocking the marketing potentials of the firms and in encouraging competitive advantage over other firms that were indifferent about the strength of these organizational and marketing innovations. The study indicated that any small scale flour marketing firm that adopted for proper marketing and organizational innovations adapted successfully to emerging marketing challenges. Thus, it is recommended that small scale flour marketing firms should properly engage in organizational innovation involving work arrangement and effective employee work schedule which will contributing efficiently to better firm performance. Further, it is recommended that small scale flour marketing firms should include in their innovation portfolios price strategy, promotion strategy, distribution method, sales method, packaging, motivation, work arrangement, and product modification respectively which have the potentials to sustain the performance of the firms extensively.
ASSESSING THE EFFECT OF ORGANIZATIONAL AND MARKETING INNOVATIONS ON MEDIUM SCALE FOOD WHOLESALE MARKETING FIRM ABIA STATE, NIGERIA (Published)
The study assessed the effect of organizational and marketing innovations on selected medium scale food wholesale marketing firms in Abia State, Nigeria. The study focused on medium scale flour food wholesale marketing firms. The study employed a Yaro Yamen sample size estimation method to cull out 50 firms from the entire sample frame. These firms were randomly selected for the studies of various variables of interest. Data were gotten from respondents via questionnaire. The data analyses were carried out with descriptive statistics, income statement analysis, probit and multiple regression analyses. The study showed that the majority of flour food wholesale marketing firms in the study area were established between the periods of 6-10 years ago. The highest number of employee of the food wholesale marketing firms fall within the period of 11-20. The result also indicates that sole proprietorship were the highest ownership structure evidenced from the study. The greater number of the firms’ employee skills were semi-skilled. The firm’s major source of capital was gotten through equity source of finance. The dominant organization’s innovation strategies most adopted by the food wholesale firms were price strategy, product approaches, continuous and improvement aspect of innovation. The study however ensured a high quality management which confirmed a positive relationship between profitability and firms’ growth. This attests to a signal of efficiency in the firms’ management. The factors affecting organizational and marketing innovation strategies had significant relationships among the models respectively. Further, the effect of organizational and marketing innovation on medium scale flour food wholesale marketing firms performance and efficiency plausible as firm gross margin indicated sound profitability. Thus, there is the need for medium scale flour food wholesale marketing firms to employ the employ organizational and marketing innovation strategies complementarily in responding to the ever changing market needs of the food industry.