INNOVATION ORIENTATION AND SALES PERFORMANCE OF FOOD AND BEVERAGE FIRMS IN RIVERS STATE

Abstract

This study investigates the effect of Innovation Orientation on Sales Performance of food and beverage firms in Rivers State.  The study used a cross section survey research design in administering structured questionnaire on 75 respondents who were managers of food and beverage firms in Port Harcourt, Rivers state. The data collected was analyzed using Spearman Rank Order Correlation to test four hypotheses on SPSS software, version 23.0. The research outcomes showed that the dimensions of Innovation Orientation (Learning Orientation, Strategic Resource Allocation) have a positive and significant effect on Customer Patronage and Sales Volume which were the measures of Sales Performance used in the study. The study concludes that adopting Innovation Orientation as a business practice has a significant positive effect on Sales Performance. The study therefore recommends that firms should prioritize learning orientation, and strategically allocate financial, human, and technological resources to support innovation initiatives.”