BUSINESS OBJECTIVES AND SUSTAINABLE COMPETITIVE ADVANTAGE AMONG PLASTIC MANUFACTURING FIRMS IN RIVERS STATE

Abstract

This study examined the relationship between business objectives and sustainable competitive advantage among plastic manufacturing firms in Rivers State. Objectives of the study were to examine how dimensions of business objectives such as strategic objectives and operational objectives relate with sustainable competitive advantage in terms of cost leadership and product differentiation. Using a correlational research design, data were collected from 39 respondents across 13 plastic manufacturing firms using structured questionnaires. Data were collected through a structured questionnaire designed in four point likert rating scale. In the course of administering the questionnaires, the researcher was able to retrieve 35 copies. Pearson Product Moment Correlation (r) was used for the test of hypotheses via SPSS Version 25.0. The findings revealed that there is a significant relationship between business objectives and sustainable competitive advantage among plastic manufacturing firms in Rivers State. The study concluded that business objectives enhance sustainable competitive advantage. Among others, the study recommends that plastic manufacturing firms should regularly conduct thorough market research to identify cost-saving opportunities and emerging customer preferences as such would enable them set clear goals focused on achieving cost leadership through efficiency.