Firm Specific Capability Organisational Structure and New Product Performance of Fast Moving Consumer Goods Manufacturers in Emerging Economy

Abstract

Purpose: This study was centered on understanding the linkages between internal organizational competencies and performance of new products and the role of organizational structure focusing on Fast Moving Consumer Goods (FMCGs) manufacturers in the South-Western States in Nigeria. Methodology: A survey approach was adopted, and 529 employees of fifteen FMCGs took part in data gathering. A moderated regression analysis was used to test the hypotheses formulated Findings: The results of the moderated regression analysis established that firm-specific capability significantly enhanced new product performance, and the introduction of a definitive organizational structure increased the established effect firm-specific capability had on new product performance to suggest a significant moderator. Implications: Management of the FMCGs investigated need to strengthen their commitment to developing critical and dynamic firm-specific capability and understand the relevance of organizational structure appropriateness. The firms should possess the knowledge to deploy ambidextrous firm-specific capability; it would enable the firms to expand and explore market opportunities that facilitate achieving significant new product performance.

Keywords

• Firm-Specific Capability
• Organizational Structure
• New Product Performance
• Dynamic Capability Theory
• Structural Contingency Theory