Abstract
Globally, oil and gas marketing companies are in a continuous competitive environment and dilemma of maintaining larger market share among competitors in the oil and gas industry. Most business managers in the oil and gas marketing industry in Nigeria find it difficult in constantly achieving increase in performance in terms of market share due to organisational culture rigidity and poor adoption of information technology capability among oil and gas marketing companies. Hence, this study investigated the relationship between information technology capability and market share as well as the moderating effect of organisational culture on the relationship between information technology capability and performance of oil and gas marketing companies in Lagos State, Nigeria. The study employed survey research design. The target population comprised 515 oil and gas marketing and retail outlets operating in Lagos State, Nigeria. A total enumeration technique was adopted. Findings revealed that there is a significant and positive relationship between information technology capability and market share and also organisational culture significantly moderate the relationship between information technology capability and market share of oil and gas marketing companies in Lagos State, Nigeria. The study concludes that there is relationship between information technology capability and market share. Also, organisational culture moderates the relationship between information technology capability and market share. It is recommended that oil and gas marketing companies should evolve dynamic business models that will enhance adoption of information technology capability and organisational culture flexibility in order to achieve the advantage of larger market share.
Highlights
Organizations around the world especially oil and gas marketing companies, are in a continuous competitive environment and in an unending dilemma of maintaining and increasing market share in the oil and gas industry
Based on the findings of this study, it is concluded that information technology capability has significant relationship with market share of oil and gas marketing companies in Lagos State, Nigeria
Organisational culture significantly moderates the relationship between information technology capability and market share of selected oil and gas marketing firms in Lagos State, Nigeria
Summary
Organizations around the world especially oil and gas marketing companies, are in a continuous competitive environment and in an unending dilemma of maintaining and increasing market share in the oil and gas industry. Arising from organisational culture rigidity among oil and gas firms in Nigeria, most of these firms cannot respond to future and business challenges and uncertain environment surrounding oil and gas industry, reduced oil and gas marketing market share in Nigeria Majority of studies such as (Arokodare, 2019; Chen, Wang, Nevo, Jin, Wang & Chow, 2014; Kipyegon, Obura & Oginda, 2018; Lee, Leem & Bae, 2018; Lu & Ramamurthy, 2011; Mavengere, 2013; Mao, Liu & Zhang, 2015; Ockley, Senaji & Kiyanjui, 2017; Panda & Rath, 2016; Rahim & Zainuddin, 2019; Rehman, Mohd Nor, Taha & Mahmood, 2018; Turulja & Bajgoric, 2016) have examined how IT capability affects firm performance in different sectors; but most of these studies have never investigated how IT capability affect firm performance proxy with market share of oil and gas marketing companies in Nigeria. Considering the problems and gap identified, this study examined (i) the relationship between IT capability and market share of oil and gas marketing companies in Lagos State, Nigeria; and (ii) investigated the moderating role of organisational culture on the relationship between IT capability and market share of oil and gas marketing companies in Lagos State, Nigeria
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