Abstract
The study investigates the effect of product development on the performance Guinness Nigeria Plc.
The main objective of the study is to ddetermine the effect of new product packaging on sales
performance, new product quality on environmental performance, new product advertisements on
product performance of Guinness Nigeria Plc. Relevant conceptual, theoretical and empirical
literature were reviewed. The study was anchored on Dynamic Capability Innovation Theory.
Descriptive research survey was adopted in this study. Primary and secondary sources of data
were used. The population of the study comprises 2305 employees working in Guinness Nigeria
PLC in product development department while the sample size consists of 450 determine with
statistical formula devised by Borg and Gall. Face and content validity method was used to ensure
validity of the instrument. The reliability of the instrument was achieved through test re-rest
method. Simple percentage analysis was employed to answer the research questions while Leaner
Regression Analysis (LRA) method was used in testing hypotheses in other to evaluate the effect
of new product development on organizational performance at 0.05 level of significance. It was
discovered that product packaging had a significant positive effect on sales performance of
Guinness Nigeria Plc. (with β=.494, t=9.059, p=0.000). New product quality had a significant
positive effect on environmental performance of Guinness Nigeria Plc. (with β=.828, t=23.490,
p=0.000). New product advertisement has a significant positive effect on product performance of
Guinness Nigeria Plc. (with β=.459, t=21.690, p=0.004). The study concluded that new product
development had a significant positive effect on organizational performance of Guinness Nigeria
Plc. The study recommended that effective product packaging should be adopted by Guinness
Nigeria Plc such as quality packaging that will attract consumers and influences sales
performance. Guinness Nigeria Plc should place more emphases on new product quality for their
products that will enhance environmental performance. New product advertisements should be
done in all form of media ranging from newspapers, magazines, kiosks, billboards to television
and internet advertisements to create an impact and awareness on the mind of the consumers.