Aliugo Anthonia CHEKWUBE
Department of Business Administration, Faculty of Management science, Federal University Wukari
Abstract
This study explores the relationship between diversification strategy and performance of mobile service providers in Enugu. The study adopted a cross-sectional survey research design. Data were collected from mobile service providers in Enugu, specifically focusing on MTN Nigeria, Globacom Nigeria, Airtel Nigeria, and 9Mobile. The population of the study consists of employees from these mobile service providers in the study areas. A sample size of 320 was selected using Taro Yamane. Correlation analysis aided by Statistical Package for Social Sciences (SPSS) software was used for hypotheses testing. The findings of the study indicate that diversification strategies, specifically concentric (R = 0.805), conglomerate (R = 0.725), vertical (R = 0.508), and horizontal (R = 0.761), have significance and positive relationship with corporate performance of mobile service providers in Nigeria. Based on the study findings, the study recommend that mobile service providers should adopt a diversification strategy in their operations.
Published
July, 2024
ISSUE
VOL.4.NO.1
Citation
Aliugo Anthonia CHEKWUBE (July, 2024). Diversification Strategy and Corporate Performance of Global Mobile Service Providers in Enugu State . International Journal of Marketing and Management Sciences,(VOL.4.NO.1), 68 - 82.
APA format
Aliugo Anthonia CHEKWUBE . "Diversification Strategy and Corporate Performance of Global Mobile Service Providers in Enugu State ." International Journal of Marketing and Management Sciences, vol. , no. VOL.4.NO.1, July, 2024, pp. 68 - 82.
MLA format