COLLABORATIVE INNOVATION MARKETING STRATEGY AND SUSTAINABILITY DEVELOPMENT OF TELECOMMUNICATION FIRMS IN RIVERS STATE, NIGERIA.

Abstract

This study empirically examined collaborative innovation marketing strategy and sustainability development of telecommunication firms in Rivers State, Nigeria. The objective of the study was to determine the relationship between collaborative innovation marketing strategy and sustainability development of the telecommunication firms in Rivers State. Two research questions were posed and two hypothesis were formulated to guide the conduct of the study. The population of this study comprised of 381 respondents which are the customers of the telecommunication firms in Rivers State, through the use of Icrejice and Morgan table 1970 to determine its sample size. The research design adopted for this study was Pearson product moment correlation statistics. The results were that collaborative innovation marketing strategy has a positive significant relationship with sustainability development of telecommunication firms in Rivers State, Nigeria. The findings of this study were a positive significant relationship between collaborative innovative marketing strategy with information sharing and resource sharing of the telecommunication firms in Rivers State, Nigeria. We concluded that collaborative innovation marketing strategy has a significant relationship with sustainability development of telecommunication firms in Rivers State, Nigeria. We recommended that telecommunication should make adequate uses of effective information and resource sharing, which will enhance development in the society and also to foster customer loyalty and brands in the life of the users.