dc.contributor.author |
Awudu, A |
|
dc.date.accessioned |
2023-02-22T15:19:22Z |
|
dc.date.available |
2023-02-22T15:19:22Z |
|
dc.date.issued |
2019 |
|
dc.identifier.uri |
http://41.74.91.244:8080/handle/123456789/1470 |
|
dc.description |
A PROJECT REPORT IN THE DEPARTMENT OF MANAGEMENT STUDIES,
FACULTY OF BUSINESS EDUCATION, SUBMITTED TO THE SCHOOL OF
GRADUATE STUDIES, UNIVERSITY OF EDUCATION, WINNEBA IN
PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF
MASTERS IN BUSINESS ADMINISTRATION (MARKETING) DEGREE
JULY, 2019 |
en_US |
dc.description.abstract |
Innovation in a company’s products, in addition to product introduction, has been the main
factor to differentiate product from competitors’ offerings, and has played an important role
in marketing, whilst it is considered as the main selling factor. The main objective of the
study is to examine the impact of innovation on sales of pharmaceutical products at
Kinapharma Ghana Limited. The population for the study consisted of 400 staff members of
Kinapharma Ghana Ltd. Two hundred (200) of the members were picked through the
purposive sampling technique to represent the sample size. Questionnaire was the main data
collection instrument used and the data gathered were analyzed quantitatively through mean,
standard deviations and multiple regression analysis where results were presented in the
form of tables. Key findings from the study include the following; the product innovation
strategies used by Kinapharma Ghana Ltd. were found to include: entering a new market,
creating customer value, increasing profitability and increasing market share through
innovation. On the impact of innovation on sales at Kinapharma Ghana Ltd., the results
showed that product, organizational and marketing innovation were positively related to
sales at Kinapharma Ghana Ltd. But process innovation was found to be negatively
associated to sales in this company. This indicates that there is a perfect linear relationship
between overall organizational innovation and sales at Kinapharma Ghana Ltd. Also, the
study revealed that some of the major challenges of innovation at Kinapharma Ghana Ltd.
were that: more production methods have to be tried, innovation involves a lot of expensive
researches, the pharmaceutical industry is too dynamic and the pharmaceutical industry is
too complex. The study recommends that in order to help create and manage higher
customer value, Kinapharma Ghana Ltd. and other pharmaceutical companies need to pay
considerable attention to customers by creating a system of continuous assessment and
evaluation of customer satisfaction as well as proper accountability to customer complaints.
Also, employees in the pharmaceutical firms should be encouraged to keep looking anew at
the way they approach innovation. Employees must be motivated to think creatively to
spring up wonderful ideas that are worth implementing to bring success. |
en_US |
dc.language.iso |
en |
en_US |
dc.subject |
Innovation |
en_US |
dc.subject |
Pharmaceutical Products |
en_US |
dc.title |
A PROJECT REPORT IN THE DEPARTMENT OF MANAGEMENT STUDIES, FACULTY OF BUSINESS EDUCATION, SUBMITTED TO THE SCHOOL OF GRADUATE STUDIES, UNIVERSITY OF EDUCATION, WINNEBA IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF MASTERS IN BUSINESS ADMINISTRATION (MARKETING) DEGREE JULY, 2019 |
en_US |
dc.type |
Thesis |
en_US |