The Role of Innovation Strategy in Improving Organizational Performance and Productivity Focus On Heineken Beverage Industry, Ethiopia

Abstract

The main purpose of this study was to examine the role of innovation strategy and firmperformance on organizational productivity taking Heineken Beverage Industry. To this end, thestudy employed cross-sectional survey research design. Pertinent data was gathered using bothquantitative and qualitative approaches through self-administered questionnaires and keyinformant interviews. Questionnaires were distributed to a sample of randomly selected staffmembers from each department of the organization. Key informant interviews were alsoconducted. The quantitative data was analyzed through descriptive statistics and presented intabular form, whereas the qualitative data was analyzed descriptively. The results show thatinnovation strategy systems in the organization are not effective in all the four components(process, marketing, product and firm performance). It is also found that the present innovationstrategy is not enabling the organization to improve its productivity and realize the requiredorganization performance. Thus, the study concluded that the organization doesn’t fully addressin practice the required efforts to maintain effective innovation strategies. Based on the findings,it’s recommends that all stakeholders should take part in establishing, strengthening andmaintaining effective innovation strategy systems; so that organization objectives can be meet