Browsing by Author "Yetunde Khadijat LAWAL"

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    Competitive Strategy, Customer Engagement and Performance of Selected Manufacturing Companies in Lagos State, Nigeria
    (Lead City University, Ibadan, 2024-12) Yetunde Khadijat LAWAL
    The need for manufacturing organization to actualize set objectives consistently is a sort after goal that required management concerted effort. The manufacturing organizations are experiencing difficulties given the harsh business environment in Nigeria and this is suggestive of their inability to deploy clear competitive strategies and engaged their customers. Hence, this study on the tenet of dynamic capabilities theory, and competence- based theory assessed the interaction between competitive strategy, customer engagement, and performance of selected manufacturing organizations in Lagos State, Nigeria. This study adopted a cross-sectional survey research design, and the population was 6,470 employees in the four selected manufacturing organizations in Lagos State. Sample of 422 respondents were computed using the Krejcie and Morgan formula. The study adopted a stratified-random sampling technique. A validated questionnaire was used to collect data. The Cronbach’s alpha reliability coefficients for the constructs ranged from 0.70 to 0.91. The response-rates of 89.1% was obtained. Data were analyzed using descriptive and inferential statistics. Findings revealed that product quality has positive and significant effect on market share (R 2= 0.582, F(1,374)= 520.040, p= 0.000). Market segmentation has positive and significant effect on profitability (R 2= 0.392, F(1,374)= 241.349, p= 0.000). Product differentiation has positive and significant effect on firm growth (R 2= 0.662, F(1,374)= 731.592, p= 0.000). Customer engagement have positive and significant moderating effect on the association between competitive strategy and performance of selected manufacturing companies in Lagos State, Nigeria (ΔR 2 =0.036, p<0.05).This study concluded that competitive strategy affects performance and that customer engagement plays a significant moderating role on the relationship between competitive strategy and performance of selected manufacturing organization in Lagos State. The study recommended that management of the selected manufacturing organizations in Lagos State, should re-assess their competitive strategy measures and reinvent customer engagement mechanism because in order to enhance high performance. Keywords: Competitive strategy, Customer engagement, Manufacturing organization, Performance Word Count: 295