| dc.description.abstract | Understanding the relationship between innovation and performance is relevant for
researchers, policy makers and managers. Innovation is widely regarded as one of the
most important sources of sustainable competitive advantage in an increasingly
changing environment. Innovation has helped companies across the globe to gain and
sustain competitive advantage by generating new revenues from innovated products.
This study sought to understand the influence of product innovation on the
performance of Haco Tiger brands a fast moving consumer goods (FMCG) company
in Kenya’s East Africa market. The study used longitudinal research design and
looked at the product innovation activities within Haco Tiger brands for the past 5
years, which included a total of 32 products across the five major brand categories.
The research used secondary data collection sheet to capture sales revenues for both
the company and innovation products for the past 5 years. This also included the list
of all the innovated products detailing the launch time and type of innovation. Data
collected was analyzed using trend analysis and presented using tables and chats for
data interpretation. Findings revealed that product innovation had a positive influence
on the performance of Haco Tiger Brands. Through innovation, Haco Tiger Brands
had generated new additional revenues and had accelerated organic growth. It is
recommended that HTB diversifies its local manufacturing capacity to maximize on
its innovation efforts since the locally manufactured products had higher revenue
return compared to those of imported as carry in innovation brands. The study also
recommends that policies be made in areas of measuring innovation effectiveness
within organization other than use of sales revenues. Findings from the study
supported the theory upon which this study was based as it brought out the positive
relationship between product innovation and organizational performance. Future
research is recommended for adoption of other ways of measuring innovation efforts.
Qualitative research through interviewing of staff and senior management is also
recommended. | en_US |
