You are an academic writing professional. You are to write a dissertation proposal. The proposed topic is "The Effect Of Sales Promotion On Organizational Performance: A Case Study Of Nigeria Breweries Limited". 
The aim of the study is "To investigate the impact of sales promotion strategies on Nigeria Breweries Limited’s performance, exploring factors influencing their effectiveness, ethical considerations, and their contribution to the organization’s sustainable success and competitive advantage". 
The objectives are "To determine the impact of sales promotion strategies on Nigeria Breweries Limited's financial performance, measured by changes in revenue, profit margins, and market share, over a period of three years; To evaluate the ethical considerations associated with sales promotion strategies in Nigeria Breweries Limited, using a framework based on corporate social responsibility principles and guidelines; To investigate potential innovative sales promotion techniques within the beverage industry, benchmarking against competitors and best practices over the period of 3 months;  To develop a comprehensive training program for Nigeria Breweries Limited’s marketing and sales teams, focused on implementing effective and ethical sales promotion strategies". 
The rationale of the study is below
The use of sales promotion strategies, a wide range of tactics and techniques designed to stimulate customer interest and increase sales of products or services, has become increasingly important for organizations as they seek to improve their performance in today’s highly competitive business environment (Kotler et al., 2017). The proposed study seeks to explore the effect of sales promotion strategies on the overall performance of Nigeria Breweries Limited (NBL), a leading brewing company in Nigeria’s beverage industry. The research is of great significance due to the ever-growing competitive landscape of the beverage industry, where companies compete on several fronts, including product quality, branding, and promotional activities. It aims to fill an existing knowledge gap by evaluating the effectiveness of sales promotion strategies and their ethical implications, consequently providing actionable insights on adopting innovative tactics and training programs.
From a theoretical perspective, this research will draw on marketing theories. The consumer behavior theory, according to Hanaysha (2016), posits that individuals and groups make consumption decisions based on their needs, preferences, and the perceived values of available options. The stimulus-response theory, on the other hand, contends that consumers will react to a promotional stimulus, such as discounts or freebies if the perceived results align with their needs and elicited affect. Finally, the hierarchy of effects model explores how promotional campaigns can progress consumers through various stages, from awareness to action. This study will also be guided by the resource-based view (RBV) of the firm, which posits that a company’s resources and capabilities are the primary determinants of its competitive advantage and performance (Barney, 1991). According to the RBV, a company can gain a sustainable competitive advantage by leveraging its unique resources and capabilities to create value for its customers and stakeholders. These theories will offer invaluable frameworks to analyze the effectiveness of various sales promotion strategies adopted by NBL. In the organizational context, Nigeria Breweries Limited presents a suitable case study, as it operates in a highly competitive industry with numerous local and global competitors. Assessing the organization’s promotional activities could uncover opportunities to refine, innovate and enhance their sales and marketing effectiveness. Additionally, NBL has a responsibility to uphold ethical and sustainable practices, which adds another layer of relevance to this research. The potential interest in this study is wide-ranging, as it could be beneficial for marketing professionals, educators, and policymakers. Marketing professionals may apply the study’s findings to their strategies to drive organizational performance, while educators can incorporate the research in their curriculum to better equip future marketing practitioners. Policymakers, on the other hand, may use the study to understand the industry’s best practices and establish suitable legal and ethical frameworks. The personal interest in this study stems from the desire to contribute to the advancement of marketing knowledge, specifically in the context of the Nigerian brewing industry, and enhance my understanding of promotional strategies’ effectiveness and ethical implications. By conducting this research, I hope to offer valuable insights that promote sustainable success and competitive advantage for organizations such as Nigeria Breweries Limited.


Now, as extensively and comprehensively as possible, re-write the following as a review of relevant literature, but this time, critically evaluate the literatures. Ensure it is in the format of arguments, as in "this person argued so and so, which is in contrast to this person or that person's suggestion and there fore we make so so and so inference which is in line with so and so part of our objectives or aims."
Several studies - such as Wu et al. (2021), who utilized the RBV framework to investigate the impact of sales promotion on firm performance and found that sales promotion had a positive and significant impact on both financial and non-financial performance with increased innovation as the mediator between sales promotion and firm performance, Daellenbach and Davenport (2004), who examined the role of organizational resources and capabilities in driving effective sales promotion activities and argue that a company’s competitive advantage in implementing sales promotions can be sustained through continuous innovation and nurturing of internal resources, Abosag et al. (2020), who explored the role of internal and external resources in crafting effective sales promotion strategies and argued that the development and execution of successful sales promotions require continuous investment in both organizational resources and industry benchmarking, and Latif et al. (2019), who researched the impact of sales promotion on firm performance using the RBV framework and found out that sales promotion positively impacted organizational performance with effect being more significant for firms with greater resource endowments - have utilized RBV to demonstrate the positive impact of sales promotion strategies on organizational performance. They argue that competitive advantage in executing sales promotions can be attained and sustained through innovative investments in organizational resources and capabilities.
Additionally, contemporary studies have adopted consumer behavior theories to examine the influence of sales promotion strategies on consumer responses. For instance, Lin and Chen (2017) adopted the stimulus-organism-response (SOR) model to explore the effects of sales promotions on consumer purchasing decisions. Also, Shukla and Singh (2018) examined the effectiveness of sales promotion on consumer behavior in the Indian retail industry and found that sales promotion had a significant impact on consumer behavior, with consumers perceiving sales promotion as a value-added benefit. Similarly, Hanaysha (2016) adopted the hierarchy of effects model in investigating the role of sales promotions in influencing consumer behavior. Panda and Hiran (2016) also researched on the impact of sales promotion on consumer behavior using the hierarchy of effects model as a theoretical framework and found that sales promotions positively influenced the purchase decision-making process with more significant effects for promotions that created awareness and generated interest. These studies highlight the importance of understanding and predicting consumer responses to sales promotion strategies in order to optimize their impact on organizational performance.
However, sales promotion strategies are not without ethical concerns, particularly within consumer-oriented industries such as the food and beverage sector. For instance, Lee and Holden (2015) evaluated the ethical considerations of sales promotion in the context of the fast-food industry and found that sales promotions, such as discounts and coupons, had a negative impact on consumer health and well-being, as they encouraged the consumption of unhealthy foods. Bazier and Morais (2019) also examined the ethical implications of sales promotions, finding that such strategies can be utilized as tools for corporate social responsibility initiatives if designed ethically. Furthermore, Eze and Ndubueze (2018) have argued that companies should demonstrate ethical marketing practices within their promotional strategies in order to establish and maintain consumers’ trust. Similarly, Homaifar et al. (2015) found that the ethical considerations of sales promotion strategies were important to consumers, and firms that were seen to be promoting unhealthy products or using manipulative advertising were less trusted by consumers. This illustrates that considering ethical aspects is crucial in designing and implementing effective sales promotion strategies.