THE INFLUENCE OF DIGITAL TRANSFORMATION ON COMPETITIVE ADVANTAGE
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THE INFLUENCE OF DIGITAL TRANSFORMATION ON COMPETITIVE ADVANTAGE
The objectives of this research are to: (1) analyze the impact of digital transformation on competitive advantage, (2) identify key digital strategies that enhance competitiveness, and (3) evaluate the role of digital innovation in sustaining competitive advantage. A survey design was employed to gather data from business leaders and strategists. Using Taro Yamane's formula, a sample size of 380 participants from various industries in Lagos was determined, ensuring diverse insights. The reliability coefficient score of the survey was 0.87. Findings indicate that digital transformation significantly enhances competitive advantage by providing superior customer insights, operational efficiency, and innovation capabilities. Recommendations include investing in emerging digital technologies, fostering a culture of continuous innovation, and aligning digital strategies with business goals to sustain competitive advantage.
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