Product Innovation As A Survival Strategy In A Competitive Industry; A Study Of Pz Cussons Aba:- Onyebuchi Felicia O.

ABSTRACT

Product innovation as survival strategy in competitive industry, using PZ cussions Nigerian Pfc as a case study. The objective of the study is to provide adequate knowledge of product innovation that will enhance organization performance and productivity, the researcher used primary and secondary data source through the instrument of questionnaire, observation and instrument interviews. In the analysis the researcher used tabulation, simple percentage and chi-square to find out that managers at all level of authority needs infarmation to be very effective and that product innovation is very important in enhancing organization performance and productivity, the researcher now commended that corporate organization should adopt a proactive approach to production innovation as to take advantage of the changing environment and concluded that production innovation is essentially an invaluable instrument in the performance of private activities.