Title: Dynamic Marketing Capabilities And Organizational Performance Of Selected Breweries Companies In Edo And Anambra States, Nigeria
Authors: IWEGBUE, N.C, MORUKU, R.K, OFILI, P.N
Volume: 9
Issue: 9
Pages: 12-21
Publication Date: 2025/09/28
Abstract:
This study investigated the effect of dynamic marketing capabilities on organizational performance of selected breweries companies in South-South and South-East, Nigeria. The specific objectives of the study are to ascertain effect of the of the measures of dynamic marketing capabilities, namely; sensing marketing capabilities (SNMC), seizing marketing capabilities (SZMC), reconfiguring marketing capabilities (RMC), integrating marketing capabilities (IMC) and strategic flexibility marketing capabilities (SFMC) on organizational performance (ORGP) of selected breweries companies in South-South and South-East, Nigeria. The responses from the respondents were collected with the aid of five (5) likert scale questionnaire. This study adopted descriptive survey research and A total of two hundred and eighty-two (282) questionnaire was administered to core and contract staff of Guinness Nigeria Plc, Nigeria Breweries and Nigeria Bottling Company PLC in Benin City, Edo State and Life Breweries Co. Ltd, Pal Breweries Limited and Premier Breweries Ltd in Anambra State, which are in South-South and South-East, Nigeria respectively. However, two hundred and fourty-nine (249)88.30% where retrieved and properly filled while thirty-three (33)11.70% were not properly fill and returned. Thus, the sample used for the study was the total of two hundred and fourty-nine (249) respondents which represent 88.30% of the sample size of 249. The questionnaire was coded with the aid of excel spread sheet, the respondents profile was analyzed with manual simple percentage, the research questions was analyzed with the aid of descriptive statistics and correlation matrix. The hypotheses of the study were tested using the multiple regression statistical tools with the aid of SPSS version 23. The findings revealed that: there is significant positive relationship between SNMC and ORGP (0.001<0.005); there is a significant positive relationship between SZMC and ORGP (0.000<0.05); there is a significant positive relationship between RMC and ORGP (0.017<0.05); IMC (0.003<0.05) has a positive significant relationship with ORGP, and SFMC (0.026<0.05) has a positive significant relationship with ORGP of selected breweries companies in South-South and South-East, Nigeria. Based on the findings, the study concluded that dynamic marketing capabilities had a positive and significant effect on ORGP of selected breweries companies in South-South and South-East, Nigeria. The study recommends that Companies should prioritize investments in market research to enhance their sensing capabilities, enabling them to better understand consumer needs and market trends.