ORGANISATIONAL CAPABILITY AND STRATEGIC COMPETITIVENESS IN BREWING FIRMS IN SOUTH EAST, NIGERIA

Abstract

The Brewing industry faces increasing competition and dynamic market conditions, understanding the factors that contribute to strategic competitiveness becomes imperative. This study investigates the effect of organisational capability and strategic competitiveness in brewing firms in South East, Nigeria. Drawing on the resource-based view (RBV) and dynamic capabilities theory, this research examines how organisational capabilities, such as innovation, flexibility, participative decision and employee training, influence strategic competitiveness. A sample size of 365 was arrived at out of 10384 population using Taro Yamane formula. Data were collected through structured surveys conducted among key employees in the brewing industry. Descriptive statistics (frequencies, percentages, mean, and standard deviation) and the inferential statistics such as test statistics and the multiple regression model were used for analysis. The four objectives of the study, innovation, flexibility, participative decision, and employee training, were processed using descriptive statistics (mean and standard deviation) and the multiple regression model of the Ordinary Least Square (OLS). T-test and F-test statistics were used to test the hypotheses of the study and the overall fitness of the model as Ho1: Innovation has no significant effect on the market share of brewing firms in Southeast, Nigeria, Ho2: Flexibility has no significant effect on the market share of brewing firms in Southeast, Nigeria, Ho3: Participative decision has no significant effect on the market share of brewing firms in Southeast, Nigeria, and Ho4: Employee training has no significant effect on the market share of brewing firms in Southeast, Nigeria. The variables of the objectives were variously subjected to factor analysis using the Principal Component Analysis (PCA), with the aid of SPSS version 23. Findings revealed that innovation, flexibility, participative decision and employee training, had significantly enhanced the market share of brewing firms in South East, Nigeria. The study concluded that organisational capability has enhanced strategic competitiveness in brewing firms in South East, Nigeria. Based on the findings of this study, it was recommended that the brewing firms need to increasingly adopt product innovation in packaging and branding, pricing, differentiations, distribution models and channels, strategic global alliances, market segmentation, adverts and sponsorship in order to surmount competition and maintain market share. Brewing firms also need to strive in order to offer flexibility in the workplace because it helps organisations retain their existing talents, boost morale, and attract new talents among others.