AN EVALUATION OF PRODUCT INNOVATION AS A STRATEGY FOR THE SURVIVAL OF MANUFACTURING FIRMS IN NIGERIA

This study explores the role of product innovation as a strategic approach to ensuring the survival and competitiveness of manufacturing firms in Nigeria, with a focus on Ama Breweries (Nig) Plc in Enugu. Product innovation is increasingly vital in today’s dynamic market, where companies must adapt to consumer preferences and technological advancements to stay relevant. The research uses Ama Breweries as a case study to assess how product innovation influences market positioning, profitability, and overall business sustainability. Data was collected through a combination of surveys and interviews with key stakeholders, including employees and distributors of Ama Breweries. The study identifies key factors that contribute to the success or failure of product innovation, such as effective product labeling, packaging, branding, and positioning. Furthermore, the findings reveal that innovation fosters competitiveness by allowing firms to differentiate their offerings and attract a broader consumer base. However, challenges such as inadequate resources, market saturation, and resistance to change were also noted as barriers to successful product innovation. Based on the findings, the research offers recommendations for improving product innovation strategies to enhance the growth and survival of manufacturing firms in Nigeria. These recommendations are expected to guide industry players in adapting to market demands and achieving long-term success through innovation.

Keywords: Product Innovation, Manufacturing Firms, Nigeria, Ama Breweries, Business Strategy, Competitiveness, Market Survival, Packaging, Branding, Sustainability.

TABLE OF CONTENT

Title                                                                                

Approval                                                                         

Dedication                                                                      

Acknowledgement                                                           

Table of content                                                              

Abstract                                                                                 

CHAPTER ONE

INTRODUCTION

1.1   Background of the study                                         

1.2   Statement of the problem                                       

1.3   Objective of the study                                             

1.4   Significance of the study                                         

1.5   Research question                                                  

1.6   Scope of the study                                                  

1.7   Definition of terms.                                                 

CHAPTER TWO

LITRATURE REVIEW

2.1   Brief introduction                                                   

2.2   Review of related literature                                             

 2.3 Summary of literature review.                                 

CHAPTER THREE

RESEARCH METHODOLOGY

3.1  Research design                                                              

3.2  Area of the study                                                     

3.3  Population of the study                                           

3.4  Sample of the study                                                

3.5  Instrument for data collection                                 

3.6   Validation of instrument                                         

3.7  Distribution and retrieval of instrument                 

3.8  Method of data analysis                                          

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1   Findings                                                                 

4.2   Discussion of findings                                            

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1   Summary of the findings                                                

5.2   Conclusion                                                                     

5.3   Recommendation                                                    

5.4   Limitation of the study                                            

5.5   Suggestion for further research                                       

Reference                                                                        

Appendix A                                                                     

Appendix B