ELECTRONIC BUSINESS STRATEGIES AND ORGANISATIONAL PERFORMANCE OF SELECTED PAINT MANUFACTURING FIRMS IN PORT HARCOURT, RIVERS STATE

Abstract

This study examines the relationship between electronic business strategies and organisational performance of selected paint manufacturing firms in Port Harcourt, Rivers State. Correlational survey research design was adopted for this study as this study seek to determine the relationship between the two variables. The population of this study was eleven (11) paint manufacturing companies in Rivers State which are registered with the Rivers State branch of Paint Manufacturers Association of Nigeria (PMAN). This gave us a total of thrity-three (33) for the study. Structured questionnaire instrument title “electronic business strategies and organisational performance of selected paint manufacturing firms in Rivers State”. The questionnaire was developed on five-point likert scale. The result of the Cronbach's Alpha reliability test indicates .800 which is above .70 which implies that the items are reliable. Pearson product moment correlation was used to test the hypotheses using SPSS (Statistical Package Social Sciences). The study revealed that there is a significant relationship between business model innovation and organisational performance of paint manufacturing firms in Rivers State. There is a significant relationship between digital marketing strategy and organisational performance of paint manufacturing firms in Rivers State. There is a significant relationship between technology infrastructure and organisational performance of paint manufacturing firms in Rivers State. The study concluded that there is a significant positive correlation between electronic business strategies and organisational performance in paint manufacturing firms in Rivers State. This finding underscores the strategic importance of digital integration in enhancing operational efficiency, market reach, and overall competitiveness within the industry. The study recommended that management of paint manufacturing firms should continuously evaluate and adapt their business models to align with changing market dynamics, customer needs, and competitive pressures.