The Moderating Effect of Social-Media Among Managerial Capabilities and Strategic Innovations on Product Life Cycle Management and Distribution Performance

Abstract

The COVID-19 pandemic has created business difficulties for RTD tea, the second-most popular soft drink after bottled water. This study examines the impact of Managerial Capability and strategic innovation on Product Lifecycle Management and distribution success at the RTD tea company, as mediated by social media. This research adopts a quantitative methodology. The research sample was gathered utilizing a methodical procedure. Participants in the poll were 160 operational and marketing managers from ready-to-drink beverage firms in Jakarta, Bogor, Depok, Bekasi, and Tangerang. This work uses structural equation modeling as its analytic approach. The findings revealed that Managerial Capabilities had no significant effect on Distribution Performance, that Managerial Capabilities had no significant impact on Product Lifecycle Management, that Product Lifecycle Management had a significant effect on Distribution Performance, and that social media mediates PLM Distribution Performance. Distribution Performance is significantly affected by the Strategic Innovation variable, while Product Life Cycle Management is affected dramatically by the Strategic Innovation variable. The proposed model suggested RTD tea company as a solution to the problems caused by the Covid-19 Pandemic. The research findings aid RTD tea company management in determining Managerial Capability and strategic innovation in Product Lifecycle Management and distribution performance via social media.