This study was conducted to investigate the relative importance of integration strategies on the performance of the brewing industry in Nigeria. The research was aimed at addressing insufficient knowledge of how integration strategies respectively influence the performance of brewing firms in Nigeria. The survey research design was adopted for the study. The population of this study was 273 managerial staff in the brewing industry in Nigeria while the sample size was 162 as determined through Taro Yamane sample size determination formular. Questionnaire was used in data collection. The study had a response rate of 73.5%. Multiple regression method was used in testing the research hypothesis. Findings from the study indicated that with an R2 value of 0.386, there is a significant positive influence of internal integration strategy on the performance of brewing firms in Nigeria. The analysis also indicated that in terms of their relative importance, internal integration strategy (Beta = 1.302, t= 3.288 P< 0.05) will have the highest influence on performance of brewing firms in Nigeria; this will be followed by supplier’s integration strategy (Beta = 0.377, t= 2.772 P< 0.05) and the third would be customer integration strategy (Beta = 0.931, t= 2.421 P< 0.05). It was recommended that brewing firms in Nigeria should consider the relative strengths and importance of integration strategies in the formulation of relevant manufacturing strategies in order to enhance its organizational performance.
Keywords: Nigerian brewing industry, customer integration strategy, integration strategies, internal integration strategy, suppliers’ integration strategy
