Title: Benchmarking Strategy and Organizational Effectiveness of Fast-Moving Consumer Goods Firms in Rivers State, Nigeria
Authors: Enamuotor Russell and B. Chima Onuoha
Volume: 9
Issue: 11
Pages: 185-192
Publication Date: 2025/11/28
Abstract:
This study examined the influence of benchmarking strategies on the organizational effectiveness of fast-moving consumer goods (FMCG) firms in Rivers State, Nigeria. Grounded in the Resource-Based View (RBV), the research employed a quantitative approach using structured questionnaires administered to a sample of managerial personnel across selected FMCG companies. 289 questionnaires were distributed to managers and supervisors of FMCG firms in Rivers State, out of these, 264 of the retrieved were valid and useable. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS version 4.0. Findings revealed that both competitive and strategic benchmarking positively and significantly affect organizational effectiveness, specifically in the measures of goal attainment and adaptation. The rejection of all null hypotheses underscores the robustness of the conceptual model and reinforces the theoretical and managerial relevance of benchmarking as a strategic tool. The study concludes that FMCG firms must institutionalize benchmarking practices to remain agile and competitive. It recommends that FMCG firms should establish competitor intelligence units or assign cross-functional teams to monitor rival product launches, pricing strategies, and market campaigns.