Organizational Flexibility and Competitive Advantage of Brewery Firms in Anambra State, Nigeria

Abstract

This study examines organizational flexibility and competitive advantage of Brewing Firms in Anambra state. The objective of the research is to specifically examine the extent to which organizational flexibility enhances firms’ competitive advantage. The study specifically, examines the relationship between Strategic flexibility and product quality, operational flexibility and service quality, structural flexibility and customers’ satisfactions of Nigeria Brewery PLC and SAM Miller Brewery PLC. The population of the study was 1003 which cut across the two Brewing firms in Anambra state. However, considering the large size of the population the study adopted the Godden sample size statistical formula to reach respondents numbering 244 through a structured questionnaire but only 219 respondents completed and returned their questionnaire given 88 % retrieval rate. Pilot study was conducted using a test re-test method and tested using Cronbach alpha to establish the reliability of the instrument. The research elicited data from primary sources while the respondents were reached using structured questionnaire. The data were analyzed using a five point’s Likert scale and hypotheses were tested using linear regression analysis. The research revealed that are significant positive relationship between Strategic flexibility and product quality, operational flexibility and service quality, structural flexibility and customers’ satisfactions. The study therefore recommends that Brewing firms in Anambra state should not only sustain its strategic flexibility strategies but should carryout periodic review in order to give its products a competitive edge. More so, Operational flexibility strategies should be integrated and internalized within the firms so that the firms could be able to strive above their competitors. Finally, the research recommends that firms should strengthen their structural flexibility techniques so as to put the firms on a sound footing towards improved performance and customers’ satisfaction.