COMPARATIVE ANALYSIS OF THE IMPACTS OF BUSINESS ANALYTICS ON MARKET ADAPTATION OUTCOMES; MARKET LEADERSHIP, COMPETITIVENESS AND SUSTAINABILITY

Abstract

The study embarked on a comparative assessment of the impacts of business analytics on market adaptation outcomes namely; market leadership, competitiveness, and sustainability. The eCommerce business in Nigeria is the case study and a sample of 40 firms was selected for the survey via both random and purposive sampling techniques. Questionnaires were used to collect information from the respondents and the data were analyzed using a quantitative approach. Findings from the analysis show that business analytics have the most significant impact on market leadership, followed by sustainability but, the effect on competitiveness was not significant. It implies that eCommerce businesses willing to become market leaders will need to consider more investments in business analytics. In addition, the high mortality rate among new firms in the eCommerce industry in Nigeria can be reduced with the use of business analytics.

Keywords: Market Leadership, Competitiveness, Sustainability, Business Analytics, eCommerce.