IIARD International Institute of Academic Research and Development

IIARD International Journal of Economics and Business Management (IJEBM )

E-ISSN 2489-0065
P-ISSN 2695-186X
VOL. 11 NO. 2 2025
DOI: 10.56201/ijebm.vol.11.no2.2025.pg180.200

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Innovations and Sustainable Competitive Advantage Among Fast Food Restaurants in Rivers State Nigeria

Obiageri Felicitas Onwuegbule, Udoka Stephen Otika

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Abstract

The purpose of the study is to examine the relationship between Innovation and sustainable competitive Advantage of fast Food Restaurants in Port-Harcourt cross sectional research design was adopted .The population of these study was 126 Fast Food Restaurant Managers in the university of port Harcourt Environs and around Choba axis of River State. The sampling technique used in this study was the census technique. Copies of Questionnaire were used in gathering data from respondents. The Retrieved questionnaires used for analysis were 86copies.The analysis technique used in this study was the Kendall’s tau correlation coefficient. The result of the study shows that Innovation in terms of Product innovation and market innovation has a positive and significant relationship with sustainable competitive advantage. It was thus concluded that an enhancement in the quality of product and market innovation will lead to a sustainable competitive advantage of fastfood Restaurants in Rivers State. Hence, among others, it was recommended that the Fast Food Restaurant Managers should be innovative in their product and Market to attain sustainable competitive Advantages.. These study contributed to knowledge through its empirical findings, theoretical and conceptual framework as regards to innovation and sustainable competitive advantage in a fast food industry.

keywords:

Product Innovation, market innovation, sustainable competitive advantage SCA, Fast food Restaurant

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