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@article{175589,
        author = {Aditya Kumar Srivastava and Dr. Vimlesh Tanwar and Dr. Vibhuti Pareek and Ravi Jain},
        title = {The Impact of Digital Innovation Strategies on Organizational Performance: Evidence from the East African Biscuit Industry},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {11},
        pages = {3847-3853},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=175589},
        abstract = {This study investigates the impact of digital innovation strategies on organizational performance in the East African biscuit industry. Drawing on the dynamic capabilities framework and innovation literature, we examine how e-commerce adoption, digital marketing implementation, and supply chain digitization affect firm performance. Using survey data from 150 biscuit manufacturers across Kenya, Tanzania, Uganda, and Rwanda, we employ structural equation modeling to test the relationships between these digital strategies and various performance metrics. Results indicate that all three digital innovation strategies positively influence organizational performance, with e-commerce adoption showing the strongest effect. The findings contribute to our understanding of digital transformation in emerging markets and offer practical implications for managers in the food manufacturing sector.},
        keywords = {},
        month = {April},
        }