Marketing Innovation and Performance of Textile Manufacturing Firms in Nairobi County
Abstract
The concept of innovation, albeit a multi-faceted concept, has become a major area of interest for entrepreneurs in the recent past and is the driving force for successful and sustainable performance. This descriptive study explored the relationship between marketing innovative practices and the organizational performance of small, medium and large textile manufacturing firms located in Nairobi County, Kenya. Textile manufacturing involves the conversion of fibres to yarn, yarn to fabric, dyeing and printing, and conversion into clothes as well as other auxiliary products. Out of the population of 145 such firms, a simple random sample of 107 was drawn for the study and resulting in a response rate of 69%. Data of interest was collected through a structured questionnaire, between May and August 2019, administered to the respondents who were senior personnel in the firms familiar with innovative activities. Results were analysed qualitatively and quantitatively, regression analysis is used to explore the relationship between marketing innovation as the independent variable and organizational performance as the dependent variable. Regression analysis renders that marketing innovation accounted for 79% of the variation in organizational performance, with all other factors held constant. Strong price competition was cited as a major impediment to innovativeness. More effort needs to be directed to marketing innovation to tap into this positive impact on organizational performance. This study recommends that innovative firms should always maintain the quality of their products and ensure that innovations are carried out to completion, without abandoning or suspending mid-stream. It is recommended that firms provide support and recognition to innovative employees.
Keywords: Innovation, Marketing Innovation, Textile, Performance
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