MARKET CULTURE AND EMPLOYEE INNOVATIVENESS OF TELECOMMUNICATION FIRMS IN PORT HARCOURT, RIVERS STATE

Aishat, A.

Department of Business Administration, Faculty of Administration and Management, Rivers State University, Nkpolu-Oroworukwo, Port Harcourt, Rivers State.

ABSTRACT

This study examined the relationship between market culture and employee innovativeness of telecommunication firms in Port Harcourt, Rivers State. The objective of the study was to determine the relationship between market culture and measures of employee innovativeness of telecommunication firms in Port Harcourt, Rivers State. The study was anchored on the Edgar Schein’s theory and resource-based view theory. The study adopted a cross-sectional survey design. The target population of the study comprised of 198 employees from the respective state head offices of the four (4) telecommunication firms in Port Harcourt, Rivers State, Nigeria, while a sample size of 132 employees was studied using Taro Yamene formular. Data for the study was generated through primary source. The main data collection instrument for this study was a structured questionnaire. To ensure the validity of the instruments for this study, the content and face validity was adopted in ascertaining the extent to which the instrument can be said to be accurate and precise in the measurement of the variables under investigation. The reliability for the study was determined using the Cronbach alpha coefficient. The bivariate analysis was carried out using Spearman Rank Order Correlation Coefficient. The findings revealed amongst others that there is a positive and significant relationship between market culture and measures of employee innovativeness (individual creativity, proactiveness) of telecommunication firms in Port Harcourt, Rivers State. It was concluded that market culture drive innovation by emphasizing competitiveness and a drive to outperform the competition. Based on the findings and conclusion, it was recommended that management of telecommunication firms in Port Harcourt, Rivers State should foster open communication by encouraging employees to share ideas, concerns, and feedback openly. This will promote transparency and innovative work behavior among employees in the workplace.

Keywords: Market culture, Employee innovativeness, Individual creativity, Proactiveness.