{"id":3328,"date":"2025-12-29T10:50:20","date_gmt":"2025-12-29T10:50:20","guid":{"rendered":"https:\/\/ujm.com.ng\/?p=3328"},"modified":"2025-12-29T10:50:21","modified_gmt":"2025-12-29T10:50:21","slug":"effect-of-marketing-and-product-development-on-firm-performance","status":"publish","type":"post","link":"https:\/\/ujm.com.ng\/index.php\/2025\/12\/29\/effect-of-marketing-and-product-development-on-firm-performance\/","title":{"rendered":"Effect of Marketing and Product Development on Firm Performance"},"content":{"rendered":"\n<p class=\"has-text-align-center\"><strong>Dr. Veronica N. Ndubuisi<\/strong><br><strong>Babuji Ibrahim Jatau<\/strong>*<br><strong>Babagana Abubakar<\/strong><br>Department of Marketing, <br>University of Maiduguri, Maiduguri<br>*For correspondence, email: jatauibrahim@unimaid.edu.ng<\/p>\n\n\n\n<p><strong>Abstract<\/strong><\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p><strong>Keywords:<\/strong> Cycle Time Capability, Innovation, Marketing and Firm Performance, New Product Development, Product Design<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><a href=\"https:\/\/ujm.com.ng\/wp-content\/uploads\/2025\/12\/2025-UJM-Vol-4-No.4-31.12.2025-217-235.pdf\">DOWNLOAD FULL TEXT IN PDF<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dr. Veronica N. NdubuisiBabuji Ibrahim Jatau*Babagana AbubakarDepartment of Marketing, University of Maiduguri, Maiduguri*For correspondence, email: [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3277,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[399,200],"tags":[516,517,518,519,520],"class_list":["post-3328","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-firm-performance","category-marketing","tag-cycle-time-capability","tag-innovation","tag-marketing-and-firm-performance","tag-new-product-development","tag-product-design"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Effect of Marketing and Product Development on Firm Performance - Uniben Journal of Marketing<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ujm.com.ng\/index.php\/2025\/12\/29\/effect-of-marketing-and-product-development-on-firm-performance\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Effect of Marketing and Product Development on Firm Performance - Uniben Journal of Marketing\" \/>\n<meta property=\"og:description\" content=\"Dr. Veronica N. NdubuisiBabuji Ibrahim Jatau*Babagana AbubakarDepartment of Marketing, University of Maiduguri, Maiduguri*For correspondence, email: [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ujm.com.ng\/index.php\/2025\/12\/29\/effect-of-marketing-and-product-development-on-firm-performance\/\" \/>\n<meta property=\"og:site_name\" content=\"Uniben Journal of Marketing\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-29T10:50:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-29T10:50:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ujm.com.ng\/wp-content\/uploads\/2025\/12\/ujm_vol_4_4.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1416\" \/>\n\t<meta property=\"og:image:height\" content=\"414\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"osaifo.osigo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"osaifo.osigo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/12\\\/29\\\/effect-of-marketing-and-product-development-on-firm-performance\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/12\\\/29\\\/effect-of-marketing-and-product-development-on-firm-performance\\\/\"},\"author\":{\"name\":\"osaifo.osigo\",\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/#\\\/schema\\\/person\\\/c8903c98a98c5ec11dbae639c35bbd06\"},\"headline\":\"Effect of Marketing and Product Development on Firm Performance\",\"datePublished\":\"2025-12-29T10:50:20+00:00\",\"dateModified\":\"2025-12-29T10:50:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/12\\\/29\\\/effect-of-marketing-and-product-development-on-firm-performance\\\/\"},\"wordCount\":196,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/12\\\/29\\\/effect-of-marketing-and-product-development-on-firm-performance\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ujm.com.ng\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/ujm_vol_4_4.png\",\"keywords\":[\"Cycle Time Capability\",\"Innovation\",\"Marketing and Firm Performance\",\"New Product Development\",\"Product Design\"],\"articleSection\":[\"Firm Performance\",\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/12\\\/29\\\/effect-of-marketing-and-product-development-on-firm-performance\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/12\\\/29\\\/effect-of-marketing-and-product-development-on-firm-performance\\\/\",\"url\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2025\\\/12\\\/29\\\/effect-of-marketing-and-product-development-on-firm-performance\\\/\",\"name\":\"Effect of Marketing and Product Development on Firm Performance - 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