The University of Ibadan, Ibadan has again stood out among Nigerian universities as its doctorate student, Chief Sunday Omoniyi Obiyinka, who is Chief Executive Officer of Extension Publications Limited just successfully defended his thesis on Publishing and Copyright Studies.
Obiyinka, a prominent member of the Nigerian Publishers Association, is second holder of the title ranked behind Professor O.A. Okwilagwe, who had earned his Ph.D. in Publishing from Stirling University, Scotland, over two decades ago.
Obiyinka’s doctoral thesis, titled “Production Quality, Professional Commitment, and Marketing Strategies as Determinants of Book Sales Performance of Educational Publishers in Southwestern Nigeria, was completed under the Department of Library, Archival, and Information Studies, specifically within the Publishing and Copyright Unit.
Supervised by Associate Professor, Dr. Clement Adeniyi Akangbe, his research offers fresh insights into the factors that influence book sales performance among educational publishers in southwest Nigeria.
The thesis highlights the critical role of production quality—content and form—and the professional commitment of sales representatives in driving book sales. Contrary to traditional views, the study found that marketing strategies had a lesser impact on sales performance.
Key Takeaways from the Study: Strong Sales Despite Challenges: Educational publishers in Southwestern Nigeria maintained high sales performance due to the exceptional quality of their books.
Professional Commitment Gaps: Sales representatives showed emotional attachment to their roles but lacked a deep organizational commitment, which may pose long-term challenges for workforce stability.
Adoption of Technology: Publishers have effectively utilized technology to reduce costs and improve customer satisfaction, ensuring competitiveness in the market.
Production Quality and Commitment as Sales Drivers: Production quality and professional dedication were found to be the main drivers of sales, while marketing strategies had a more limited impact.
Recommendations for the Industry:
Obiyinka advises that publishers strengthen logistical and promotional support for their sales teams, enforce rigorous quality control at all production stages, and enhance staff welfare to boost professional commitment.
He also encourages greater adoption of modern technology to complement traditional marketing methods.
A Landmark Contribution to the Field:
Obiyinka’s research underscores the critical importance of production quality and staff commitment in achieving sales success, while downplaying the role of marketing strategies alone. His findings offer a practical framework for educational publishers seeking to improve internal processes and enhance sales performance.
As the CEO of Extension Publications Limited and a leader in the Nigerian publishing industry, Obiyinka’s work represents a significant contribution not only to academia but also to the publishing industry. His status as the first University of Ibadan Ph.D. graduate in Publishing and Copyright adds to the significance of this research, which promises to influence the future of educational publishing in Nigeria. Keep an eye out for further discussions and publications stemming from this landmark work.
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