THE ROLE OF INNOVATION STRATEGY IN IMPROVING ORGANIZATIONAL PERFORMANCE AND PRODUCTIVITY: FOCUS ON HEINEKEN BEVERAGE INDUSTRY, ETHIOPIA

Daniel Amente Kenea
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Daniel Amente Kenea: Addis Ababa University

Annals of the University of Craiova for Journalism, Communication and Management, 2020, vol. 6, issue 1, 31-56

Abstract: The main purpose of this study was to examine the role of innovation strategy and firm performance on organizational productivity taking Heineken Beverage Industry. To this end, the study employed cross-sectional survey research design. Pertinent data was gathered using both quantitative and qualitative approaches through self-administered questionnaires and key informant interviews. Questionnaires were distributed to a sample of randomly selected staff members from each department of the organization. Key informant interviews were also conducted. The quantitative data was analyzed through descriptive statistics and presented in tabular form, whereas the qualitative data was analyzed descriptively. The results illustrates that innovation strategy systems in the organization are not effective in all the four components (process, marketing, product and firm performance). It is also found that the present innovation strategy is not enabling the organization to improve its productivity and realize the required organization performance. Thus, the study concluded that the organization doesn’t fully address in practice the required efforts to maintain effective innovation strategies. Based on the findings, it’s recommends that all stakeholders should take part in establishing, strengthening and maintaining effective innovation strategy systems; so that organization objectives can be meet.

Keywords: Innovation; marketing; product; process; firm (search for similar items in EconPapers)
JEL-codes: Z0 (search for similar items in EconPapers)
Date: 2020
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