ABIMBOLA MOTUNRAYO MUTIAT

Industrial Relations and Personnel Management

At the Industrial Relations And Personnel Management department office

Appointment on Visitation important

Topic: UNLEASHING THE POWER OF MARKETING INNOVATION ON PERFORMANCE OF SELECTED FOOD AND BEVERAGE MANUFACTURING COMPANIES IN LAGOS STATE, NIGERIA: A MODERATING EFFECT OF RESEARCH AND DEVELOPMENT

Description: The manufacturing sector is undeniably vital in any economy, facilitating extensive linkages with other sectors and contributing significantly to employment and growth worldwide. Within this sector, the food and beverage manufacturing industry hold particular importance, driving production, innovation, and job opportunities across diverse industries. Nonetheless, the performance of food and beverage manufacturing businesses has faced obstacles such as declining sales, diminished market share, reduced profitability, and a struggle to maintain a competitive edge. These challenges are likely rooted in the underutilization of marketing innovation practices, urging a need for strategic improvements in this domain to unlock growth and success. Hence, this study focused on unleashing the power of marketing innovation on performance of selected food and beverage manufacturing companies in Lagos state, Nigeria: a moderating effect of research and development. This study adopted survey research design. The population of the study was 2,035 staff of the related departments in the selected food and beverage manufacturing companies in Lagos state, Nigeria. Raosoft Sample size determination method was employed in arriving at a sample size of 421. Adapted questionnaire was confirmed usable after the Cronbach s Alpha reliability coefficients for the constructs which ranged from 0.937 to 0.960 were confirmed. The overall response rate was 87.4%. The data gathered was analysed using descriptive and inferential multiple and hierarchical regression analysis statistics. Findings revealed that the effect of marketing innovation dimensions on performance of selected food and beverage manufacturing companies in Lagos state, Nigeria were significantly moderated by research and development = 0.019, t = 1.256, R2 = 0.000, F = 1.577, p < 0.05 . This study concluded that the effect of marketing innovation dimensions on performance of selected food and beverage manufacturing companies in Lagos state, Nigeria were significantly moderated by research and development. Therefore, the study recommended that food and beverage manufacturing companies in Lagos state, Nigeria should prioritize research and development R&D efforts to effectively leverage the positive effects of marketing innovation dimensions on performance. R&D plays a crucial moderating role in enhancing the impact of marketing innovation, enabling companies to gain a competitive edge and achieve better overall performance outcomes.

#	Certificate	School	Year
1.	Ph.D (HUMAN RESOURCE MANAGEMENT)	BUSINESS ADMINISTRATION DEPARTMENT	2019

ABIMBOLA MOTUNRAYO is a Lecturer II at the Department of Industrial Relations and Personnel Management

ABIMBOLA has a Ph.D in HUMAN RESOURCE MANAGEMENT from BUSINESS ADMINISTRATION DEPARTMENT