The Effect of Product Innovation Strategy on Sales Performance: The Case of Ethio Telecom
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Date
2022-05
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Addis Ababa University
Abstract
As the corporate climate gets more competitive, businesses are becoming more aggressive and dynamic in identifying competitive tactics. By focusing on ethiotelecom, this study intended to determine the impact of product innovation strategy on sales performance. The general objective of the study was to examine effects of innovation strategy on sales performance of Ethio Telecom. While the specific objective of the study was to assess the effect of product quality on sales performance, to investigate the effect of product feature on sales performance, to analyze the effect of product design on sales performance, to determine the effect of product mix on sales performance & to assess the time taken to release a single new product or services. The target population of the study were Marketing Division, sales Division & Finance revenue assurance at ethiotelecom head quarter. Sampling technique stratified random sampling was adopted and 134 samples were drawn out of 200. For data analysis I used to IBM SPSS 20 software & to put bibliography & citation I also used Zotero. Data was analyzed using descriptive and inferential statistics. The Cronbach’s alpha test was used to assess the instrument's dependability. Multiple linear regression and a correlation model were used to investigate relationships and the impact of product innovation strategy on sales performance. The study findings show that product quality, product style and design, and product mix (portfolio) have a significant and beneficial influence on Ethiopia Telecom's sales success. The study recommends that ethiotelecom shall continue to provide innovated products & services adhering to the globe digital & technological changes.
Key Words: Product Innovation strategy, Product strategy & Sales Performance