DIGITAL SOLUTIONS AND COMPETITIVE ADVANTAGE IN EMERGING MARKETS IN DELTA STATE

ABSTRACT: This study examined the relationship between digital solutions and competitive advantage in emerging markets in Delta State, Nigeria. The specific objectives of the study were to examine the effect of digital innovation on competitive advantage and determine the effect of business analytics capability on competitive advantage in emerging markets in Delta State. The study adopted a survey research design. Primary data were collected through the administration of structured questionnaires to management and senior staff of selected manufacturing firms in Delta State. The population of the study comprised staff of selected manufacturing firms, while a sample size of 230 respondents was determined using the Taro Yamane formula. Data collected were analyzed using descriptive statistics, Pearson Product Moment Correlation, and Multiple Regression Analysis with the aid of Statistical Package for Social Sciences (SPSS) Version 25. The findings revealed that digital innovation has a significant positive effect on competitive advantage in emerging markets in Delta State (β = 0.501, t = 9.224, p < 0.05). The study also found that business analytics capability significantly affects competitive advantage (β = 0.421, t = 8.017, p < 0.05). Furthermore, the regression model showed that digital solutions jointly explained 61.0% variation in competitive advantage (R² = 0.610, F = 177.846, p < 0.05). The correlation analysis further indicated a strong positive relationship between digital innovation and competitive advantage (r = 0.724, p < 0.01), as well as between business analytics capability and competitive advantage (r = 0.693, p < 0.01). The study concluded that digital solutions significantly enhance competitive advantage among firms operating in emerging markets in Delta State. The study recommended that organizations should invest in digital innovation technologies and strengthen business analytics capabilities to improve operational efficiency, strategic decision-making, and market competitiveness.

KEYWORDS: Digital Solutions, Digital Innovation, Business Analytics Capability, Competitive Advantage, Emerging Markets.