Sales Integration and Business Performance in the Telecommunication Industry in Nigeria

Didia J. U. D, N. Gladson Nwokah


The purpose of this explanatory research is to evaluate the association between sales integration and business performance in the telecommunication industry in Nigeria. This study used a structured questionnaire to elicit responses from respondents from the Telecommunication firms in Nigeria.  Returned copies of questionnaire were analyzed using both descriptive and inferential statistics. Descriptive statistics was used to determine the mean and standard deviation of the distribution, while the Spearman rank order correlation co-efficient was used to ascertain the associations between the sales integration and the dimensions of business performance in the telecommunication firms in Nigeria. The results of the study reported herein, shows that sales integration associates with business performance in the Nigeria Telecommunication firms. It is the recommendation of this paper that managers of Nigerian Telecommunication firms should   strengthen their practice of Sales Integration strategy as a paradigm shift from the isolated functional dependence. The study reported in this paper can be carried out in other industry; and also, in other culture to ascertain whether the same, similar or different outcomes can be achieved.

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