{"id":658,"date":"2026-01-27T22:50:09","date_gmt":"2026-01-27T22:50:09","guid":{"rendered":"https:\/\/risumarketingjournals.com.ng\/?p=658"},"modified":"2026-01-27T22:50:09","modified_gmt":"2026-01-27T22:50:09","slug":"supply-chain-innovation-and-marketing-effectiveness-of-paint-manufacturing-companies-in-rivers-state","status":"publish","type":"post","link":"https:\/\/risumarketingjournals.com.ng\/?p=658","title":{"rendered":"SUPPLY CHAIN INNOVATION AND MARKETING EFFECTIVENESS OF PAINT MANUFACTURING COMPANIES IN RIVERS STATE"},"content":{"rendered":"\n<p><br><strong>ATANANG Faith Albertson<\/strong><br>Department of Marketing, Faculty of Administration and Management<br>Rivers State University Nkpolu-Oroworukwo, Port Harcourt<\/p>\n\n\n\n<p><strong>OPARA Bright Chidugam<\/strong><br>Department of Marketing, Faculty of Administration and Management<br>Rivers State University Nkpolu-Oroworukwo, Port Harcourt<\/p>\n\n\n\n<p><strong>IKEGWURU Mac-Kingsley<\/strong><br>Department of Logistics and Supply Chain Management<br>Faculty of Administration and Management<br>Rivers State University Nkpolu-Oroworukwo, Port Harcourt<\/p>\n\n\n\n<p><strong>Abstract<\/strong><br>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.<\/p>\n\n\n\n<p><strong>Keywords: <\/strong>Marketing effectiveness, market profitability, operational efficiency, supply chain innovation.<\/p>\n\n\n\n<div data-wp-interactive=\"core\/file\" class=\"wp-block-file\"><object data-wp-bind--hidden=\"!state.hasPdfPreview\" hidden class=\"wp-block-file__embed\" data=\"https:\/\/risumarketingjournals.com.ng\/wp-content\/uploads\/2026\/01\/JMD-11-1-9-Supply-Chain-Innovation-and-Marketing-Effectiveness-of-Paint-Manufacturing-Companies.pdf\" type=\"application\/pdf\" style=\"width:100%;height:600px\" aria-label=\"Embed of JMD-11-1-9 Supply Chain Innovation and Marketing Effectiveness of Paint Manufacturing Companies.\"><\/object><a id=\"wp-block-file--media-4840f350-efaf-4560-99c8-145f603bfcdd\" href=\"https:\/\/risumarketingjournals.com.ng\/wp-content\/uploads\/2026\/01\/JMD-11-1-9-Supply-Chain-Innovation-and-Marketing-Effectiveness-of-Paint-Manufacturing-Companies.pdf\">JMD-11-1-9 Supply Chain Innovation and Marketing Effectiveness of Paint Manufacturing Companies<\/a><a href=\"https:\/\/risumarketingjournals.com.ng\/wp-content\/uploads\/2026\/01\/JMD-11-1-9-Supply-Chain-Innovation-and-Marketing-Effectiveness-of-Paint-Manufacturing-Companies.pdf\" class=\"wp-block-file__button wp-element-button\" download aria-describedby=\"wp-block-file--media-4840f350-efaf-4560-99c8-145f603bfcdd\">Download<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>ATANANG Faith AlbertsonDepartment of Marketing, Faculty of Administration and ManagementRivers State University Nkpolu-Oroworukwo, Port Harcourt OPARA Bright ChidugamDepartment of Marketing, Faculty of Administration and ManagementRivers State University Nkpolu-Oroworukwo, Port Harcourt IKEGWURU Mac-KingsleyDepartment of Logistics and Supply Chain ManagementFaculty of Administration and ManagementRivers State University Nkpolu-Oroworukwo, Port Harcourt AbstractThis study focused on supply chain innovation and &hellip; <a href=\"https:\/\/risumarketingjournals.com.ng\/?p=658\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">SUPPLY CHAIN INNOVATION AND MARKETING EFFECTIVENESS OF PAINT MANUFACTURING COMPANIES IN RIVERS STATE<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-658","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=\/wp\/v2\/posts\/658","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=658"}],"version-history":[{"count":1,"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=\/wp\/v2\/posts\/658\/revisions"}],"predecessor-version":[{"id":660,"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=\/wp\/v2\/posts\/658\/revisions\/660"}],"wp:attachment":[{"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=658"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=658"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/risumarketingjournals.com.ng\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=658"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}