International Journal of Sub-Saharan African Research (IJSSAR)

Background: Digital transformation has emerged as a pivotal force reshaping strategic management in organisations worldwide, driven by technologies such as artificial intelligence, big data analytics, cloud computing, and the Internet of Things. While extensive research exists on its impacts in developed economies, there remains a paucity of studies examining its effects on strategic management practices in emerging markets like Nigeria, where unique socio-economic and infrastructural challenges influence adoption and outcomes.
Objective: This study aimed to investigate how digital transformation influences the formulation, implementation, and evaluation of strategies in Nigerian organisations, using Jumia as a case study to highlight opportunities, challenges, and implications for competitiveness.
Method: A qualitative research design was employed, relying on secondary data from scholarly articles (2014–2024), theoretical frameworks (Resource-Based View, Dynamic Capabilities, and Porter’s Five Forces), and a case study of Jumia. This approach was justified by the exploratory nature of the research, which seeks to provide in-depth insights into complex phenomena in under-researched contexts, where quantitative data may be limited due to infrastructural constraints in emerging markets. Results: Digital tools enhance the formulation of evidence-based strategies, enable agile implementation through workforce adaptation, and support continuous performance monitoring. However, challenges such as cybersecurity risks, cultural resistance, and resource constraints persist, as illustrated by Jumia's successful use of AI, logistics networks, and digital payments to overcome Nigerian market barriers.
Conclusion: Digital transformation is crucial for achieving strategic agility and competitiveness in Nigeria, but its success depends on aligning technology with local contexts, investing in skills development, and mitigating associated risks.
Unique Contribution: This study bridges the gap in the literature by providing Nigeria-specific insights into digital transformation's strategic impacts, offering a contextualised application of global frameworks to emerging markets and practical lessons from Jumia's case.
Key Recommendation: Nigerian managers should prioritise customer-centric digital strategies, enhance cybersecurity, and invest in workforce training, while policymakers support infrastructure development to facilitate broader adoption among SMEs.