The purpose of this study was to examine scanning practices in a developing country by looking at the scanning behavior of executives of Nigerian manufacturing firms. Specifically, this study examined the decision maker's perception of environmental uncertainty (PEU), the frequency and degree of interest with which decision makers scan each sector of the environment, the frequency of use of various sources of information, the number of organizational adjustments made in response to actions of environmental groups, and the obstacles encountered in collecting information from the environment.
The main question in this study was: do business units that exhibit a "linkage" or "fit" between their business strategy and manufacturing strategy variables, outperform competitors who lack such a fit? This exploratory research focused on two business strategies: cost leadership and differentiation. Based on existing literature, twenty-four hypotheses concerning the relationship between business strategy and selected manufacturing strategy variables were developed. The manufacturing executives of eighty-eight broadwoven cotton fabric mills (SIC 2211) were surveyed using a qualitative questionnaire. Two sets of comparisons were made between the manufacturing strategy variables of the sampled firms: first, high vs. low performers pursuing cost leadership strategy; and second, high vs. low performers focusing on differentiation strategy. Within each set of comparisons, high performers reported linkage between their business strategies and selected manufacturing strategy variables. This study re-affirms the importance of linking business strategy with manufacturing strategy variables as a forceful weapon for overcoming competition.
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