New Product Development and Profitability of Manufacturing Firms in Nigeria: The Moderating Effect of Just-in-Time

— It is not surprising that businesses adopt various techniques, business plans and strategies in order to make profits that enhance growth and expansion, and one of such strategies is corporate entrepreneurship. A corporate entrepreneurship strategy therefore, represents the directorial light and the motivating force for organisation as they try to sustain advantage in the marketplace. This study examined the effect of New Product Development and Profitability of manufacturing firms in Nigeria: The Moderating effect of Just-in-Time. Data for the study was obtained from primary source through the administration of a well-structured questionnaire. The sample size of this study was determined by using judgmental sampling technique in which 100 hundred manufacturing firms were selected based on the availability of up to date financial statement. A total of 100 copies of questionnaires were distributed and 100 questionnaires were returned. The data was subjected to series of cleansing to ensure reliability and validity. The study applied structural equation model, PLS-SEM. The findings of the structural model indicate that NPD has a large positive impact on profitability. Additionally, JIT has a considerable positive impact on profitability. However, the moderating effect of JIT between new product development and profitability is positive but not statistically significant. This study recommends that Hence, it is advisable for Managing Directors and Chief Executive Officers to apply the Just-In-Time (JIT) idea gradually over time, as it would effectively increase their profitability and decrease their inventory expenses.