Reorganization Strategy and Survival of Brewery Firms in South East, Nigeria

Abstract

The study examined the relationship between reorganization strategy and the survival of brewery firms in South-East Nigeria, focusing on organizational adaptability, innovation, and customer retention as indicators of firm survival. The research adopted a survey design, targeting employees across selected departments in five major brewery firms located in Enugu, Abia, and Anambra States. A total population of 898 staff was identified, from which a sample size of 277 respondents was determined using the Taro Yamane formula and proportionally distributed across the firms through Bowley’s allocation technique. Data were collected via structured questionnaires and analyzed using descriptive statistics and Spearman Rank rho correlation, aided by IBM SPSS version 25.0. Findings from the study revealed a very strong and statistically significant positive association between reorganization strategy and organizational adaptability, as well as between reorganization strategy and innovation. Similarly, a strong positive relationship was observed between reorganization strategy and customer retention. These results suggest that effective reorganization strategies enhance a firm’s adaptability to environmental changes, stimulate innovation, and strengthen customer loyalty. The study concludes that reorganization strategy significantly contributes to the long-term survival of brewery firms by promoting flexibility, creativity, and sustained customer satisfaction. It recommends that brewery firms institutionalize continuous reorganization as a strategic management tool, cultivate a culture of innovation, and design restructuring initiatives that are customer-oriented to remain competitive in Nigeria’s evolving brewery industry.