Green Ocean Strategy And Sustainability Of Poultry Farming Sub-Sector In Delta State
Ajimisogbe O. Omotola
Department of Business Administration, Strategic Management Unit, Nnamdi Azikiwe University, Awka, Nigeria
Keywords: Green Ocean, Sustainability, Poultry, Farming, Market innovation, Value proposition
Abstract
This paper examined the influence of green ocean strategy on the sustainability of poultry farming Sub-Sector in Delta state, Nigeria. The specific objectives were to examine the effects of both market innovation and value proposition on the sustainability of poultry farming Sub-Sector within the selected studied areas in Delta state. Combinations of multi-stage random and purposive sampling procedures were used to select ten poultry farmers from across twelve autonomous communities, to give a total of one hundred and twenty (120) respondents. The collected data were analysed with the aid of Statistical Package for Social Sciences (SPSS) and hypotheses were tested using multiple regression model. The results indicated market innovation had a standardised beta coefficient of 0.774 with a p-value of 0.228, while value proposition had a considerably lower standardised beta of .223 with a p-value of 0.669. The 95% confidence intervals for both variables included zero (X₁ -1.16 to 2.71; X₂ -1.86 to 2.34), emphasising the need for statistical caution in making generalizable deduction. The above revealed the unique influence of market innovation on sustainability of oil palm industry, independent of the influence of value proposition. It is therefore recommended for poultry farmers in the studied areas to adopt digital marketing and invests in cheaper, cost friendly feed and to add values to their feed by eliminating the health-hazard components. The noticeable limitation of this study was that none of the tested variables reaches the known conventional significance level at a 0.05; probability due to the tiny sampled size of 5 (n =5).
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