THE EFFECT OF DIGITAL TRANSFORMATION ON BUSINESS-TO-BUSINESS SALES AND MARKETING. A CASE STUDY OF MTN NIGERIA /
Elofu, Moses Iloba,
THE EFFECT OF DIGITAL TRANSFORMATION ON BUSINESS-TO-BUSINESS SALES AND MARKETING. A CASE STUDY OF MTN NIGERIA / MOSES ILOBA ELOFU ; SUPERVISOR, DR. HOMAYOUN PASHA SAFAVI - 61 sheets; 30 cm + 1 CD ROM
Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration
Digital transformation became exclusively important during the COVID-19 pandemic when most business activities were done virtually due to the lockdown in most countries. Also, digitalization has replaced the traditional system of working, where most of the business activities are done manually. The telecommunication industry in Nigeria has also adopted digitalization, where customers no longer go to the office for business activities but can be in their various convenient homes and get service from the telecommunication. MTN Nigeria is the largest telecommunications company in Nigeria.
The purpose of the study was to find the effect of the digitalization transformation of MTN Nigeria in terms of digital technology, digital transformation strategy, and digital skills on their business-to-business sales and market. The study used a descriptive design that enabled it to find answers to the research questions. The Yamane formulae were used to calculate the sample size, and a final size of 251 was used for the study. The judgmental sampling technique was used to select the 251 employees of MTN Nigeria in the 8 branches in Lagos. The study used questionnaires to collect data from the 251 employees of MTN Nigeria. The collected data were analyzed using SPSS software.
The study found that the digital technology of MTN Nigeria has a positive and significant effect on its business-to-business market and sales. The study found that digital skills have a positive and insignificant effect on the business-to-business market, and digital skills have a negative and insignificant effect on business-to-business sales. The study revealed that digital transformation strategies positively and significantly affect business markets and sales.
Business Administration--Dissertations, Academic
THE EFFECT OF DIGITAL TRANSFORMATION ON BUSINESS-TO-BUSINESS SALES AND MARKETING. A CASE STUDY OF MTN NIGERIA / MOSES ILOBA ELOFU ; SUPERVISOR, DR. HOMAYOUN PASHA SAFAVI - 61 sheets; 30 cm + 1 CD ROM
Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration
Digital transformation became exclusively important during the COVID-19 pandemic when most business activities were done virtually due to the lockdown in most countries. Also, digitalization has replaced the traditional system of working, where most of the business activities are done manually. The telecommunication industry in Nigeria has also adopted digitalization, where customers no longer go to the office for business activities but can be in their various convenient homes and get service from the telecommunication. MTN Nigeria is the largest telecommunications company in Nigeria.
The purpose of the study was to find the effect of the digitalization transformation of MTN Nigeria in terms of digital technology, digital transformation strategy, and digital skills on their business-to-business sales and market. The study used a descriptive design that enabled it to find answers to the research questions. The Yamane formulae were used to calculate the sample size, and a final size of 251 was used for the study. The judgmental sampling technique was used to select the 251 employees of MTN Nigeria in the 8 branches in Lagos. The study used questionnaires to collect data from the 251 employees of MTN Nigeria. The collected data were analyzed using SPSS software.
The study found that the digital technology of MTN Nigeria has a positive and significant effect on its business-to-business market and sales. The study found that digital skills have a positive and insignificant effect on the business-to-business market, and digital skills have a negative and insignificant effect on business-to-business sales. The study revealed that digital transformation strategies positively and significantly affect business markets and sales.
Business Administration--Dissertations, Academic