Competitive Advantage and Performance of Furniture Manufacturing Businesses in Maiduguri Metropolis, Nigeria

The 21st business environment is portrayed by significant degrees of rivalry, dynamism and technological sophistication. This is extremely difficult for Small Scale Business Owners/Managers since they must plan and implement methods to attain and sustain greater performance. Consequently, competitive advantage plays an important role as businesses aim at gaining high performance. This study examined competitive advantage and performance of furniture manufacturing businesses in Maiduguri Metropolis, Nigeria. Survey research resign was adopted, data was collected with aid of structured questionnaire. A total of 229 questionnaires were distributed to owners/managers of furniture manufacturing businesses in Maiduguri Metropolis. Out of this number, 211 were correctly filled and retrieved. The data collected was analysed using General Least Square with the aid of Statistical Package for Social Science (SPSS) version 23. The finding of this study showed that there is a significant positive effect of cost leadership and market focus on performance of furniture manufacturers in Maiduguri Metropolis. The study concluded that competitive advantage positively improves the performance of furniture manufacturers in Maiduguri metropolis. Therefore, the study recommended that furniture manufacturers should adopt competitive strategy to boost their performance.