DIGITAL TRANSFORMATION AND BUSINESS MODEL INNOVATION: INSIGHTS FROM MULTINATIONAL COMPANIES IN SOUTH-SOUTH NIGERIA
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Abstract
This study examined the effect of digital transformation on business modelinnovation among multinational companies in South-South Nigeria. Utilizing a quantitativeapproach with a cross-sectional survey, data were collected from a sample of 384 respondentswith digital expertise. Analysis revealed that digital transformation significantly drivesbusiness model innovation, with big data analytics having the strongest influence, highlightingthe value of data-driven decision-making. Digital assets play a key role in developing newbusiness models, while digital agility and networking capabilities support flexibility andcollaboration. With 62% of business model innovation explained by digital transformationvariables, the study recommends investing in digital infrastructure, fostering agility, enhancingcollaboration, and leveraging advanced analytics to stay competitive.