STRATEGIC EVALUATION AND STRATEGIC COMPETITIVENESS OF AUTOMOBILE FIRMS IN RIVERS STATE

Abstract

This study investigates the relationship between strategic evaluation and strategic competitiveness among automobile firms in Port Harcourt, Rivers State, Nigeria. Strategic evaluation was opereatonalized through employee performance, operational efficiency, and financial performance, and strategic competitiveness was assessed via service innovation, risk management, and technological leadership while technological advancement examined as a moderating variable. Data were collected from 37 respondents across 8 credible automobile firms using a structured questionnaire designed on a five-point Likert scale. The instrument demonstrated strong reliability with a Cronbach’s alpha coefficient of 0.89. Data analysis was conducted using Spearman’s Rank Order Correlation and partial correlation, with hypotheses tested at a 0.05 significance level. Findings revealed significant positive relationships: employee performance and service innovation (r = 0.501, p = 0.000), operational efficiency and risk management (r = 0.505, p = 0.000), and financial performance and technological leadership (r = 0.602, p = 0.000). Furthermore, technological advancement was found to significantly moderate the relationship between strategic evaluation and strategic competitiveness (r = 0.517, p = 0.001). The study concludes that strategic evaluation significantly influences competitiveness in the automobile sector, and that technological advancement strengthens this link. It recommends that automobile firms in Rivers State prioritize workforce development, operational improvements, and digital integration to sustain competitive advantage in a rapidly evolving industry.