African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 159

Full Length Research Paper

Product development and organizational performance

N. Gladson Nwokah1*, Elizabeth I. Ugoji2 and Joyce N. Ofoegbu2
  1Department of Marketing, Faculty of Management Sciences, Rivers State University of Science and Technology. P. M. B 5080, Port Harcourt, Nigeria. 2Department of Office and Information Management, Faculty of Management Sciences, Rivers State University of Science and Technology, Rivers state, Nigeria.
Email: [email protected]

  •  Accepted: 25 May 2009
  •  Published: 30 June 2009



Product development is an important element of the marketing arsenal of any organization. Unfortunately many firms do not seem to realize it. Consequently, they develop strong arteries to innovation which rubs their performance really rough. This study, therefore, examined product development and corporate performance in the Nigerian brewing industry. Data were gathered from 32 officials drawn from marketing, R&D and production departments in four breweries in the south-south and south east geographical regions of Nigeria through the use of questionnaire. The data were analyzed using appropriate statistical tool (spearman rank order correlation co-efficient). The data revealed among other things that product development facets of product quality and product lines/ product mix were positively and significantly correlated with the corporate performance facets of profitability, sales volume and customer loyalty. The study also revealed that the relationship between product size, product design and profitability, sales volume and customer loyalty was not significant. The study concludes that a positive and significant relationship exists between product quality product lines/product mix and profitability, sales volume and customer loyalty. To this end, it was recommended among other things that high product quality should be maintained and that the breweries should continuously develop new market segments and develop appropriate product accordingly.       


Key words: Product, development, organisation, performance, Nigeria