STRATEGIC BUSINESS INNOVATION AND ORGANIZATIONAL SUCCESS IN BREWERY COMPANIES IN RIVERS STATE

Abstract

The study examined strategic business innovation and organizational success in brewery companies in Rivers State. The objectives of the study were to investigate the relationship between strategic alignment and sustainable growth and to determine the relationship between process innovation and customer satisfaction in brewery companies in Rivers State. A descriptive survey design was adopted, and data were collected via a structured questionnaire from 95 managerial staff across 12 breweries. The data were analysed using descriptive statistics. Spearman's rank order correlation was used to test the hypotheses. The findings revealed a positive relationship between strategic alignment and sustainable growth. Furthermore, a stronger positive and significant relationship was found between process innovation and customer satisfaction. The study concluded that strategic business innovation, manifested through coherent strategic alignment and continuous process improvement, was a critical driver for achieving sustainable growth and enhancing customer satisfaction in the competitive brewery industry. It was recommended that brewery firms intensify efforts to align their strategies with long-term objectives and adopt modern technologies to optimize operational processes.