The impact of information technology on product marketing: a case study of a multinational company in Nigeria

Adetayo, J.O.; Sanni, Sikiru Adigun; Ilori, Matthew O.

doi:10.1016/s0166-4972(99)00051-6

Cited by 10 publications

(2 citation statements)

References 17 publications

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“…A literature review provided by Legner et al (2017) shows that with developments in digital technology, we might observe three phases of how digitalization is affirmed in the business world. The first wave emphasizes the positive aspects of information and communication technology in terms of the automation of routines (e.g., Adetayo et al 1999;D'Mello and Sahay 2007). In this regard, Adetayo et al (1999, p. 692) call attention to the "processes that together collect, retrieve, process, store and disseminate information for the purpose of facilitating, planning, control, coordination and decision-making in organizations".…”

Section: Digitalizationmentioning

confidence: 99%

Past, ongoing, and future debate on the interplay between internationalization and digitalization

et al. 2020

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The interplay between internationalization and digitalization (IDI) is a relatively young research domain that is finding its way into numerous academic journals, which motivates us to systematically portray the proceedings and evolutions of this interplay over time, analyze its methodological and theoretical background and, more importantly, provide insights to guide future research on these phenomena. Combining qualitative and quantitative approaches, we analyze 68 peer-reviewed international business and management papers to explore the structure of knowledge production and identify the emerging trends. Our research reveals four key stages of the debate: (a) how IDI influences interorganizational aspects (1996–2004), (b) how digitalization influences the balance between perceived risk and returns in internationalization (2005–2009), (c) how digital advances and available internationalization channel alternatives influence IDI (2010–2014), and (d) how IDI influences intraorganizational aspects (2015–2019). Moreover, our analysis reveals heterogeneity across theoretical perspectives, methods, and research themes over the years. Finally, we identify theoretical and methodological challenges related to IDI research.

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Section: Digitalizationmentioning

confidence: 99%

Past, ongoing, and future debate on the interplay between internationalization and digitalization

et al. 2020

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“…Studies have tended to show that the application of digital platforms in marketing in Nigeria have generally produced positive results. These notably include reduced marketing expenditure (Aker, 2008;Adetayo, Sanni and Ilori, 1999); enhanced sales (Adetutu and Eze, 2008;Adetayo et al, 1999) and improved customer relations (Hassan, 2011;Omenugha, 2015). Further studies (Akasike, 2008;Inyang, Odu and Eleme, 2012;Akam, 2014) have examined the nature of uses which firms in Nigeria make of digital platforms in their marketing endeavours.…”

Section: Literaturementioning

confidence: 99%

The Utilization of Digital Platforms for Marketing in the Nigerian Entertainment and Media (E&M) Industry: Prospects and Challenges

Omenugha¹

2018

CSBM

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The National Bureau of Statistics recently announced that the entertainment and media (E&M) industry in Nigeria recorded growth of 1.86% to 12.81%; contributing N54bn to the country’s GDP. The industry’s revenue is projected to reach an estimated $8.5bn in 2018, from $4bn in 2013, with internet as one of the key drivers (PwC report, 2016, p.14). This comes at a time when Nigeria’s economy has shrunk by 2.24% since 2015 and receded by 0.18% from the previous quarter. Therefore, this study unpacks the possibilities and challenges of the impact of e-marketing tools on the growth of the Nigerian E&M industry. E-marketing tools provide “a unique combination of powerful capabilities for marketers” (Parsons et al., 2015). E-marketing suitability for the E&M industry lies in its lower capital demand, and a convenient and online means of disseminating marketing messages across a heterogeneous population at an unlimited geographical space. E-marketing is a reality in Nigeria as a study by Mathew, Ogedebe & Ogedebe (2013, p. 549) shows that “Many Nigerians who used (sic) the internet as one form of communication or another are bombarded daily with advertisements of products and services from industries in the country.” This reality has brought a shift from mechanical to electronic and from analogue to digital; ultimately impacting the marketing realms. The internet enables these electronic/digital platforms; which marketers (E&M industry) and customers (content consumers) rely on to effectively reach and receive communication content and feedback respectively. However, this study examined the challenges that have possibly hindered the full realization of the e-marketing tools of the Nigerian E&M industry and noted among others; poor power supply and unreliable network infrastructure in the country. There is also an increased customer expectation, security, content copyright and privacy issues as well as the challenge of compliance demand in the industry as influenced by ever dynamic digital boundaries. There is a huge economic need for the Nigerian government to live up to its obligation and enhance power supply and boost network infrastructure. The Nigerian E&M industry needs to continually integrate different digital platforms to reach targets and attract more content consumers. Both the government and industry should increasingly learn and bring a global perspective that can help the nation adapt to the constantly changing digital environment.

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The impact of the environment on the growth of the Nigerian IT industry

Oyebisi

Agboola

2003

International Journal of Information Management

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The impact of information technology on product marketing: a case study of a multinational company in Nigeria

Cited by 10 publications

References 17 publications

Past, ongoing, and future debate on the interplay between internationalization and digitalization

Past, ongoing, and future debate on the interplay between internationalization and digitalization

The Utilization of Digital Platforms for Marketing in the Nigerian Entertainment and Media (E&M) Industry: Prospects and Challenges

The impact of the environment on the growth of the Nigerian IT industry

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