Chief Sunday Omoniyi Obiyinka, CEO of Extension Publications Limited and a prominent figure in the Nigerian publishing sector, has successfully defended his PhD thesis in Publishing and Copyright Studies at the University of Ibadan.
This achievement positions him as the first to earn such a doctorate from the institution and only the second in Nigeria after Professor O.A. Okwilagwe of Stirling University, Scotland.
His contribution marks a milestone for the University of Ibadan and highlights the potential for academic research to drive meaningful industry change in Nigeria’s publishing landscape.
Dr. Obiyinka’s research, titled Production Quality, Professional Commitment, and Marketing Strategies as Determinants of Book Sales Performance of Educational Publishers in Southwestern Nigeria, delves into the key factors driving book sales performance.
Under the supervision of Associate Professor Dr. Clement Adeniyi Akangbe, his thesis offers groundbreaking insights for the Nigerian publishing industry.
Key Findings of the thesis includes Production Quality as a sales driver, professional commitment of sales representatives, Limited Impact of Marketing Strategies and Adoption of Technology
In his recommendations for Publishers
Dr. Obiyinka’s research advocates for robust logistical and promotional support for sales teams, strict quality control throughout production, and enhanced staff welfare to foster commitment.
He also recommends adopting modern technology alongside traditional marketing to enhance reach and efficiency.
