IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF SOCIAL SCIENCES AND MANAGEMENT RESEARCH (IJSSMR )

E-ISSN 2545-5303
P-ISSN 2695-2203
VOL. 11 NO. 5 2025
DOI: 10.56201/ijssmr.vol.11no5.2025.pg233.247

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New Product Development and Organizational Performance. A Study of Nigerian Bottling Company, Enugu, Enugu State, Nigeria

Melletus Uchechukwu Agbo PhD, Kenneth Nnagbogu Eziedo PhD, and Desmond, Chimaobi Obani PhD

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Abstract

The study determined the impact of new product development on organizational performance of the Nigerian bottling company, Enugu, Enugu state. Having analyzed the distributed 93 questionnaire to staff of Nigerian bottling company, Enugu, Enugu state, descriptive survey approach was adopted and analyzed using regressions with the help of SPSS version 22.0. The findings indicated positive and significant impact of new product quality on profitability of Nigerian bottling company, Enugu, Enugu state. Also there is positive and significant impact of new product design on efficiency of Nigerian bottling company, Enugu, Enugu state. The study concludes that introduction of new products/services was realized through either bringing on board brown sugar, using byproducts after extraction of sugar except for mumias where extra products like water bottling and ethanol was realized. The study recommends that Breweries should always analyze their environment through research in order to identify new market opportunities to develop appropriate products to meet the changing needs and wants of customers. Secondly, Nigerian bottling company, Enugu, Enugu state should ensure that the quality of their products meets the expectation of their customers in the local and international markets since their product quality is a strong and significant factor in the firms’ marketing strategy and performance.

keywords:

Organization, Performance, Productivity, Profitability and Profitability

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