Linking Product Line Strategies to Competitive Advantage

An Empirical Study of Nigerian Food and Beverages Industry

  • Ismaila Abubakar
      Department of Business Management, Adamawa State Polytechnic, Yola Adamawa State – Nigeria https://orcid.org/0000-0003-0342-7395
    • Haruna Isa Mohammad
        Department of Management Technology, Modibbo Adama University of Technology, Yola Adamawa State – Nigeria
      Keywords: Competitive Advantage, Product Line, Food and Beverages Industry

      Abstract

      Purpose-This study examines the relationships between product line strategies and competitive advantage in Nigerian foods and beverages industry.

      Design/Methodology-Data were obtained from a sample of 278 employees choosing from 8 companies in the foods and beverages industry located in north-eastern Nigeria using a self-administered questionnaire. Pearson's correlation and Multiple regression were conducted in the data analysis.

      Findings-Findings of the research revealed that all four hypotheses were supported signifying that product line strategies have significant effects on the competitive advantage of foods and beverages companies in Nigeria.

      Practical Implications-The study combined the dimensions of product line strategies to determine optimal product line in the food and beverages industry. It provides the decision makers of food and beverages firms in Nigeria with a guide for determining the blend of product line strategies to adopt in order to gain competitive advantage. It also served as a guide to potential investors in the food and beverages industry to make an informed decision that can strategically improve the efficiency and effectiveness through its advocacy on reforming product line strategies.

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      Article History
      Received: 2019-05-20
      Published: 2019-06-16
      Dimensions
      How to Cite
      Abubakar, I., & Isa Mohammad, H. (2019). Linking Product Line Strategies to Competitive Advantage. SEISENSE Journal of Management, 2(4), 65-78. https://doi.org/10.33215/sjom.v2i4.166
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      Copyright (c) 2019 Ismaila Abubakar, Haruna Isa Mohammad

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      This work is licensed under a Creative Commons Attribution 4.0 International License.