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ABSTRACT
This study focused on examining marketing information systems and new product development in Nigeria. Two hundred and two (202) questionnaires were distributed to employees’ and managers of the selected manufacturing firms. Descriptive statistics such as mean scores, standard deviations, percentages, and frequency distribution were computed to describe the characteristics of the variables of interest in this study. Based on the analyses, the following findings were made: organizations leveraging robust MIS frameworks exhibit greater adaptability to market dynamics, thereby enabling them to identify emerging trends, consumer preferences, and competitive landscapes essential for successful NPD. Based on these findings, it was recommended that strategic interventions aimed at addressing the identified challenges to optimize the synergy between MIS and NPD, the need for organizations to invest in advanced technological infrastructure, cultivate a culture of data-driven decision-making, and foster interdisciplinary collaboration between marketing, research, and development teams.
