Dr. Veronica N. Ndubuisi
Babuji Ibrahim Jatau*
Babagana Abubakar
Department of Marketing,
University of Maiduguri, Maiduguri
*For correspondence, email: jatauibrahim@unimaid.edu.ng
Abstract
The study examined the performance of marketing development of new product of a firm, innovation capacity, product design capacity and a cycle time capacity of a firm performance. Descriptive and inferential statistics were employed to analyze the operations of various dimensions of firm marketing performance. The findings reveal that marketing performance significantly affects new product development, innovation, product design, and cycle time capabilities. Effective marketing performance is shown to enhance the alignment of new products with market demands, drive innovation, refine product designs, and optimize cycle times. Based on these findings, recommendations include investing in advanced market research and data analytics to better align new product development with market needs, fostering a culture of creativity to enhance innovation capability, integrating marketing insights into product design processes to ensure market relevance, and utilizing marketing data for improved forecasting and inventory management to optimize cycle times.
Keywords: Cycle Time Capability, Innovation, Marketing and Firm Performance, New Product Development, Product Design
