Mobile app usage as a dynamic capability in nigerian start-ups

This paper presents the outcome of a preliminary investigation into the use of mobile apps as a dynamic capability tool by start-up entrepreneurs. 19 business start-ups in Lagos Nigeria were involved in this study, with average enterprise age of 11.5 months in service industry. After strategic use of customized mobile app for 12 weeks, it was observed that average profit, customer-base and staffing increased considerably; affirming the potential of mobile apps at strategically positioning business to meet customer needs, spurring creativity and helping business owners assume multiple roles in the business. The result positively suggests that strategic use of mobile apps has potentials of helping start-ups grow through existence to survival and success.