Effect Of Product Innovation On The Growth Of Firms (A Study Of Nigerian Breweries Plc Aba)

Abstract

 This study alms at finding out the effect of product innovation on the growth of Nigerian Breweries PIc Aba, Abia State. To achieve this, a cross section of firms staff was sampled to achieve the purpose of this study structured questionnaire and oral interviews were used to collect information from some staff of Nigerian Breweries Aba descriptive research design was used in the designing of the research, percentages and tables were used for data presentation and analysis of the data, while correlation analysis statistical formulated for the study. From the study, it was revealed that despite the fact that Nigerian Breweries Pie does not have a separate innovation strategy, get for their product, it's adoption to product improvement and quality and their has made great effect on firms (Nigerian Breweries) it has greatly reduces the rate of competition among firms and has create competitive advantage to the firm that adopt it