Influence of Demand Collaboration on Performance of Food and Beverages Manufacturing Companies in Nairobi City County

Briget Wangui Mwatha and Dennis Chege
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Briget Wangui Mwatha: Jomo Kenyatta University of Agriculture and Technology, Kenya
Dennis Chege: Jomo Kenyatta University of Agriculture and Technology, Kenya

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 5, 43-52

Abstract: Effective demand collaboration strategies can significantly improve operational efficiency, supply chain responsiveness, and overall performance, enabling companies to maintain a competitive edge in the market. Despite the crucial role of demand collaboration in enhancing the performance of companies, many firms have yet to fully leverage its potential. This paper sought to examine the influence of demand collaboration on the performance of food and beverage manufacturing companies in Nairobi City County. The study applied a mixed research design. The study gathered data through questionnaires which were administered both physically and online. Data collected was analyzed through both descriptive and inferential analysis. Results revealed a β of 0.847 and a p-value of 0.001, between demand collaboration and the performance of food and beverages manufacturing companies. The study concluded that demand collaboration had a positive and significant influence on the performance of food and beverage manufacturing companies in Nairobi City County. The study recommends continued strengthening of front office agreements with trading partners and enhanced collaborative communication within the supply chain networks. Additionally, it is recommended that food and beverage companies should implement advanced technologies for order forecasting and optimization of stock requests. Finally, it is recommended that food and beverage manufacturing companies should invest in customer satisfaction initiatives, such as product quality enhancements and service improvements.

Date: 2024
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