Impact of Product Innovation on Business Sustainability: Evidence from Telecom Industry

Product innovation can be a positioning strategy that several firms use to inform apart their products from those of competitors. it is a process whereby firms use different marketing mix activities like product features and advertising to help the patron perceive the merchandise as being different and better than competing products. The perceived differences may involve physical features or non-physical ones like image and price. The broad objective of the study is to figure out the impact of product innovation on business sustainability. the knowledge was collected from 75 respondents out of the population of 100 using convenient sampling technique with the assistance of five-point Likert scale close-ended questionnaire distributed to staff of 20 Airtel outlets at the time of this study. Data collected were analyzed through the adoption of easy percentage and regression (Statistical Package for Social Sciences) at 5% level of significance. The result revealed that out of the three (3) independent variables tested within the course of this research work, perceived usefulness OF 4G proxy was found to possess most significant on business sustainability among staff of Airtel because it's the simplest beta value followed by LOW DATA ON 4G while easy USE OF 4G has an inverse relationship respectively. The study concludes that if the executives should add hands with the worker by identifying product innovative ideas and attributes which is able to interest prospective customers in other to bolster business sustainability.