Product knowledge and firm performance: A study of Dangote Group

Abstract

Knowledge, according to researchers, is significant for competitive advantage. This study aimed to investigate the impact of product knowledge on firm performance in Nigeria. This study employed a survey research design. Primary data was employed for this study and 532 copies of the questionnaire were administered to the respondents of the study. Regression analysis was employed to verify the hypotheses formulated for this study. Results revealed that product experience knowledge is the most significant measure of product knowledge driving firm performance. The study concluded that the relationship between product knowledge and how efficient the salesperson will be in driving the firm's revenue reveals the process by which salesperson knowledge influences firm performance. The study, therefore, recommends that to increase their performance, firms should improve the salespersons' knowledge of their product and motivate them to seek creative ways to drive revenue. Keywords: Firm Performance; Objective Product Knowledge; Subjected Product Knowledge.