White Ocean Mixed Strategy and Performance of Manufacturing Firms in South-East, Nigeria

Résumé

Manufacturing firms in South-East Nigeria continue to contend with an unstable operating environment characterized by infrastructural deficits, intense rivalry, and eroding market share, prompting renewed scholarly interest in strategic typologies capable of restoring competitiveness. To this effect, this study examined white-ocean mixed strategy and performance of manufacturing firms in South-East Nigeria. Specifically, the study ascertained the extent to which red ocean/competitive strategy boost market share, determined the degree to which blue ocean/monopoly strategy enhance value innovation and evaluate the effect of green ocean/sustainability strategy on the survival of selected manufacturing firms in South East, Nigeria. A survey research design was adopted. Primary data was used to gather information from the respondentsand this was also supported by reviews from secondary sources for validation. The target population of 781 consists of staff of the five selectedmanufacturing firms in South East, Nigeria. The sample size of 265 was derived from Taro Yamane formula. The study utilized Analysis of Variance (ANOVA) and Simple Linear Regression Model of SPSS Version 22.0 to test the hypotheses. The result of the findings revealed that red-ocean/competitive strategy boost market share of selected manufacturing firms in South East, Nigeria, blue ocean/monopoly strategy enhance value innovation of selected manufacturing firms in South East, Nigeria, green ocean/sustainability strategy had a significant effect on the survival of selected manufacturing firms in South East, Nigeria. The study concluded that white ocean mixed strategy positively and significantly enhanced manufacturing firms’ performance in South East, Nigeria. The study recommended that management of manufacturing firms should improve on differentiation strategy, cost leadership strategy, market focus strategy and corporate growth strategy to remain relevant and compete favorably in the market, they should review their policy to provide new and innovative ideas and services that align with society's needs and desires and they should improve on green practices in energy and water consumption, waste management and awareness creation among employees.