Technological Innovation Capability: Exigency for Driving Marketing Performance During Pandemics
Keywords:
Profitability, marketing performance, market share, sales growth, technological innovation capabilityAbstract
This paper investigated the relationship between technological innovation capability and marketing performance of manufacturing firms in Nigeria. The research was designed as a cross-sectional survey and utilized the structured questionnaire in generating data from 63 management staff from 15 food and beverage firms in Nigeria. The Spearman’s rank order correlation coefficient was utilized as the test tool in the assessment of the relationship between technological innovation capability and measures of market performance (sales growth, profitability and market share). Evidence from the test show that technological innovation capability contributes significantly to all three stated measures of market performance; thus, it was concluded that enablement of organizational features that reflect technological innovation capability, advance and further enhance outcomes of market performance; while at the same time driving the organizations effectiveness in marketing within highly dynamic and uncertain environment.
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