Product Innovation And Sales Performance Of Unilever Nig. Plc

Background of the Study Business strategy development is concerned with matching customersrequirements (needs, wants, desires, preferences, buying patterns) with thecapabilities of the organization, based on the skills and resources available tothe business organization, leading to the issue of core competence (Holmesand Hooper, 2000). This concept has been defined as 'something that the organization does at least as well as other organizations, or preferably betterthan, any other organization in the market'. According to Webster (2004), when products are based on such core competencies, they …