Effect of Strategic Management on the Sustainability of Poultry Business in Calabar South, Cross River State

This research examined effect of strategic management on sustainability of poultry enterprises in the Calabar South Local Government Area, in Cross River State. Primary data were gathered from poultry business operators in the area, and descriptive survey research design employed. The population was unknown due to no official records of poultry farmers in the area therefore, snowball sampling technique was adopted by which an identified poultry business owner referred the researcher to the next poultry farmer until a sizeable sample size of 58 was reached. The research instrument was strategic management and sustainability of poultry business questionnaire (SMSPBQ), which was pretested for validity and reliability. The test-retest approach used for reliability of the instrument yielded correlation coefficients of 0.948 in the test and 0.912 in the retest. Data were analysed using both descriptive and inferential statistics. The hypothesis was tested using multiple regression model at 0.05 significance level. The findings indicated that all the research variables were significant implying that goal setting, strategic planning, strategic orientation, changing environmental conditions and marketing strategy were significant for sustainability of poultry business in Calabar South LGA. The implication of the findings was that strategic management practices are essential for the long-term success of poultry business in Calabar South LGA. Therefore, poultry business operators should adopt strategic management practices in the management of poultry business in the area.