Strategy implementation and firms' performance: Empirical investigation of Organization of Women in International Trade.in Nigeria

Nigeria has a large amount of manufacturing capacity, which can help boost the country's export potential. However, as evidenced by the non-oil export sector not being fully utilised, these capacities continue to be underutilized. The main objective of this study is to examine the relationships between strategy implementation and firms’ performance using Organization of Women in International Trade, Nigeria chapter as the study area. The study used explanatory research design. Out of one thousand five hundred members in Nigeria, only 306 members were sampled based on the sample size calculation. Smart partial least squared (3.0) was used for the determination of the degree of relationships between strategy implementation and Organization of Women in International Trade performance. The statistical results show that strategy implementation significantly firm's performance (competitiveness, perceived customer satisfaction, market share, service quality). The study recommends that leadership of Women in International Trade should intensify efforts to strengthen the current structure of the organisation to support the implementation of strategic initiatives of management and the organisation that will help in identifying opportunities and threats facing the financial capacity and implementation of strategic initiatives