The role of collaboration of logistics and marketing in the success of new product launch: a focus on small scale clothing businesses in Nigeria
Salami, Shukurat Adenike (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024061323201
https://urn.fi/URN:NBN:fi:amk-2024061323201
Tiivistelmä
The study aimed to investigate the crucial role played by collaboration between logistics and marketing de-partments in improving the effectiveness of launching new products, with a particular emphasis on Nigerian business. In today's rapidly changing business environment, efficient logistics and coordination of marketing operations are increasingly acknowledged as vital for successful product launches. How collaboration be-tween logistics and marketing functions influences Nigerian entrepreneurs' success in developing new prod-ucts.
Utilizing qualitative data from interviews, observations, and document scrutiny, the study pinpoints essential strategies, obstacles, and successful approaches in collaborative initiatives between logistics and marketing teams. Furthermore, the study scrutinizes the distinctive contextual elements and cultural impacts that shape the dynamics of collaboration within Nigerian entrepreneurial enterprises.
The conclusions of the study offer valuable insights for scholars and industry professionals on the significance of promoting cooperation between logistics and marketing functions to maximize the achievement of new product launches in developing markets such as Nigeria.
Utilizing qualitative data from interviews, observations, and document scrutiny, the study pinpoints essential strategies, obstacles, and successful approaches in collaborative initiatives between logistics and marketing teams. Furthermore, the study scrutinizes the distinctive contextual elements and cultural impacts that shape the dynamics of collaboration within Nigerian entrepreneurial enterprises.
The conclusions of the study offer valuable insights for scholars and industry professionals on the significance of promoting cooperation between logistics and marketing functions to maximize the achievement of new product launches in developing markets such as Nigeria.