The objective of this study was to determine the extent to which digital innovations affect Michael Porter’s competitive strategies: cost leadership, differentiation management and niche maximization of college startups. Rise in campus entrepreneurship in developing economies are attributed to digital revolution and friendly environmental factors but whether uptake of digital innovation has provided significant competitive advantage for college startups with less fewer resources is yet inconclusive. Questionnaire and interview were employed to generate responses from two hundred and forty student entrepreneurs from twelve universities in Nigeria. Findings revealed that digital innovation is not just a strategy but a source of competitive advantage, energizing other strategies and contributing significantly to business performance. There is strong relationship between digital innovation uptake and business performance in the areas of cost leadership, differentiation management and niche maximization. It is therefore recommended that proficiency in digital technology should be seen as prerequisite competence for business success and that creation of enabling digital environment should be integrated into national entrepreneurship development programme.
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In-Text Citation: (Jude Kenechi & Purity, 2018)
To Cite this Article: Jude Kenechi, O., & Purity, N. (2018). Digital Innovation: Competitive Strategy for College Startups in Nigerian Campuses. International Journal of Academic Research in Business and Social Sciences, 8(11), 1007–1021.
Copyright: © 2018 The Author(s)
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