The challenge for oil and gas marketing organisations around the world is to maintain a larger market share among competitors in the oil and gas business. Most company managers in Nigeria's oil and gas marketing industry find it difficult to regularly raise performance in terms of market share due to organisational culture rigidity and limited adoption of information technology competency in their organisations. As a result, this research looked into the moderating effect of organisational culture on the link between information technology capacity and performance of oil and gas marketing firms in Lagos State, Nigeria. In this study, the survey research design was applied. The target population in Lagos State, Nigeria, consists of 515 oil and gas marketing and retail outlets. The complete enumeration method was employed. According to the findings, there is a significant and positive relationship between information technology capability and market share of oil and gas marketing companies in Lagos State, Nigeria, and that the relationship between information technology capability and market share is significantly moderated by organisational culture. There is a correlation between information technology capability and market share, according to the research. Furthermore, organisational culture influences the relationship between information technology proficiency and market share.
Author(S) Details
M. A. Arokodare
School of Business & Entrepreneurship, American University of Nigeria, Yola, Adamawa State, Nigeria.
O. U. Asikhia
College of Arts, Management and Social Sciences, Caleb University, Imota, Lagos State, Nigeria.
G. O. Makinde
Department of Business Administration and Marketing, Babcock University, Illisan-Remo, Ogun State, Nigeria.
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