Abstract

Globally, oil and gas marketing companies are in a continuous competitive environment and dilemma of maintaining larger market share among competitors in the oil and gas industry. Most business managers in the oil and gas marketing industry in Nigeria find it difficult in constantly achieving increase in performance in terms of market share due to organisational culture rigidity and poor adoption of information technology capability among oil and gas marketing companies. Hence, this study investigated the relationship between information technology capability and market share as well as the moderating effect of organisational culture on the relationship between information technology capability and performance of oil and gas marketing companies in Lagos State, Nigeria. The study employed survey research design. The target population comprised 515 oil and gas marketing and retail outlets operating in Lagos State, Nigeria. A total enumeration technique was adopted. Findings revealed that there is a significant and positive relationship between information technology capability and market share and also organisational culture significantly moderate the relationship between information technology capability and market share of oil and gas marketing companies in Lagos State, Nigeria. The study concludes that there is relationship between information technology capability and market share. Also, organisational culture moderates the relationship between information technology capability and market share. It is recommended that oil and gas marketing companies should evolve dynamic business models that will enhance adoption of information technology capability and organisational culture flexibility in order to achieve the advantage of larger market share.

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