Marketing Management

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Browsing Marketing Management by Author "Abeba Zemede"

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    Determinants of Product Innovation and Their Effects on Sales Performance of Real Estate Companies, Addis Ababa
    (Addis Ababa University, 2022-06) Abeba Zemede; Mesfin Workneh (PhD)
    This study aimed to investigate the effect of product innovation on sales performance of selected real estate companies in Addis Ababa. A quantitative research approach along with explanatory research design was applied. Sales and Marketing staffs of ten real estate companies were taken as a study population. A sample of 345 respondents was selected by applying the convenience sampling technique. A total of 328 valid usable primary data were collected by using self-administered questionnaire. The data analysis was carried out by using descriptive statistics while the inferential statistics was adopted for multiple linear regression analysis by the help of SPSS 21.0 statistical software. Based on the analysis, the results revealed that product innovation had a positive and statistically significant relationship with sales performance. Among the five variables of product innovation, product technical innovation had the highest positive and significant effect on sales performance followed by strategic innovation and internal process technical innovation. However, administrative innovation and technological innovation had the least contribution to the sales performance of the real estate companies. In conclusion, innovative design of commercial buildings and residential houses, the internal process of the organization to on time delivery, thoroughly understanding the market environment and providing administrative support are good predictors of sales performance of the selected real estate companies. Management’s concern on improvement of unique and comfortable building/housing design, prompt delivery and minimization of production. Keywords: Product Innovation, Strategic Innovation, Real Estate Company, Administrative Innovation, Resource-Based Value, Technological Innovation