DIGITAL KNOWLEDGE AND MARKET POSITIONING OF MICRO, SMALL AND MEDIUM SCALE ENTERPRISE (MSMES) IN ASABA, DELTA STATE, NIGERIA
Keywords:
Cybersecurity, Digital, E-commerce, Market positioning, Micro, Skills, Small and Medium-scale EnterpriseAbstract
The study examined the effect of digital knowledge on market positioning of micro, small, and medium scale enterprises (MSME) in Asaba, Delta State, Nigeria. The specific objectives of the study were to explore the effect of digital literacy, e-commerce adoption, cybersecurity awareness and digital skills training on market positioning of micro, small, and medium scale enterprises (MSME) in Asaba, Delta State, Nigeria. The study was anchored on Resource-Based View (RBV) Theory. The study adopted Descriptive Survey Research Design. The sample size of 227 was determined using Taro Yamane Formula from a population of 552. Data were collected using structured questionnaire. Bio data of the respondents were presented using simple frequency and percentage tables while other data were analyzed using Arithmetic Mean. Hypotheses were tested using Correlation Analysis and OLS Regression with the aid of Statistical Packages for Social Sciences (version 25). Findings revealed that there is a revealed significant effect of digital knowledge on the market positioning of micro, small, and medium scale enterprises (MSME) in Asaba, Delta State, Nigeria. The findings concluded that e-commerce adoption and digital literacy have a strong positive effect on market positioning. Digital skill training, though important, shows a positively insignificant effect in the short term, while cybersecurity awareness, if overly prioritized, may negatively impact market positioning by diverting focus from growth and innovation. The study recommended that MSMEs should prioritize the integration of e-commerce platforms and digital literacy initiatives, also, cybersecurity should be managed without overshadowing growth efforts, lastly, implement targeted digital skill training programs that align with long-term goals.
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