Innovating Under Constraint: The Impact of Localized Product Innovation on MNC Performance in Juba, South Sudan

This study investigates the extent to which product innovation skills contribute to corporate performance, particularly market share growth and customer satisfaction, among multinational corporations operating in Juba, South Sudan. A total of 357 employees from MTN South Sudan, Radisson Blu Hotel Juba, and Nile Agro-tech & Seed Co. Ltd participated in the study. Using a sequential explanatory mixed-methods design, quantitative data were analyzed through descriptive statistics and logistic regression. The results indicate that tailored local products (B = 0.200, OR = 1.221, p = 0.024) and the ability to compete effectively (B = 0.180, OR = 1.197, p = 0.038) were statistically significant predictors of improved corporate performance. The mean response for product innovation variables ranged from 2.47 to 2.61, with negative skewness (Sk = −1.17 to −1.39) reflecting agreement among respondents. Qualitative findings further supported these outcomes, revealing that localized product development and customer feedback integration were key drivers of customer satisfaction and market expansion. The study concludes that product innovation has a measurable and strategic role in enhancing firm performance in resource-constrained environments. Recommendations include investment in innovation training, contextualized product strategies, and leveraging collaborative innovation with local stakeholders.