INFORMATION DIFFUSION PARADIGMS AND CORPORATE RESILIENCE OF PAINT MANUFACTURING FIRMS IN RIVERS STATE, NIGERIA

Abstract

This study investigated the relationship between information diffusion paradigms and corporate resilience within paint manufacturing firms in Rivers State, Nigeria. Utilizing a cross-sectional survey design, 125 managers and supervisors were drawn from paint manufacturing firms registered with Manufacturers Association of Nigeria (MAN), Rivers State. A total 92 respondents were employed using systematic sampling technique. Data were collected from the respondents using a four-point Likert scale structured questionnaire. The findings reveal a significant positive correlation between information diffusion paradigm and corporate resilience, highlighting the pivotal role of knowledge utilization in organizational adaptability. The study recommends that paint manufacturing firms adopt proactive knowledge utilization strategies to remain competitive and adaptable.