ATANANG Faith Albertson
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
OPARA Bright Chidugam
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
IKEGWURU Mac-Kingsley
Department of Logistics and Supply Chain Management
Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Abstract
This study focused on supply chain innovation and marketing effectiveness of paint manufacturing companies in Rivers State. Correlational research model was adopted to test 6 hypotheses formulated for the study. The population comprised 15 paint manufacturing companies in Rivers State. Unit Heads of procurement, operations, logistics and customer service were identified as respondents for the study, to arrive at 60 management staff. A 5-point likert-scale type questionnaire was used to collect data. 53 copies of questionnaire were retrieved and used for analyses. The study adopted Pearson Product Moment Correlation as the test statistic. The found that supply chain innovation strongly relates to marketing effectiveness and concludes that, supply chain innovation is a key determinant of marketing effectiveness of paint manufacturing companies in Rivers State. The study therefore recommends that the management of paint manufacturing companies that seek improved marketing effectiveness should promote innovation in their supply chains.
Keywords: Marketing effectiveness, market profitability, operational efficiency, supply chain innovation.