COMPETITIVE STRATEGIES AND ORGANIZATIONAL SURVIVAL OF MANUFACTURING FIRMS IN RIVERS STATE
Abstract
This study examined the association between competitive strategies and organizational survival of manufacturing firms in Rivers State, As well as the moderating effect of technology on the relationship between competitive strategies and organizational survival. The cross-sectional research design was applied in this study. A total of one hundred and eighty-one (181) managers and supervisors from ten (10) manufacturing firms, constituted the sample elements. The simple random sampling technique was used. Primary data was collected for this study and copies of questionnaire was the main instrument for collection of data. The instrument was subjected to face and content validity and the reliability of the instrument was checked using cronbach alpha test. Seven (7) null hypothesis were formulated and tested using partial least square -structural equation modelling (smart pls). The outcome of the analyses revealed a significant positive association between the dimensions of competitive strategies(cost leadership, differentiation and focus strategy) and the measures of organizational survival (innovation and adaptability). Technology was also found to significantly moderate the relationship. The study concluded that adoption of competitive strategies enhances the survival of organizations. The study recommended that Management should apply cost leadership strategies as it provides an opportunity to enhance the firms innovative capability and adaptability to internal and external environmental thereby maximizing its survival.
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