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This case studies the growth of OYO Hotels (OYO) to illustrate the operational processes necessary to succeed in the service sector. The case allows for a discussion of employee- and customer-management systems, tech-driven solutions, and profit drivers. The material unfolds OYO's growth and its solution for making economy hotels discoverable and bookable online.

The case raises a series of questions around OYO's business model, its ability to translate across global markets, and growth potential. It has been successfully taught in a second-year MBA class on the management of service operations.

Strategic Marketing, Marketing Management, Services Marketing.

MBA and Executive MBA.

The case talks about the inception and growth of OYO Rooms, a company that originally started as ORAVEL Stays Ltd. in 2012, as a platform for booking budget and premium accommodations, but graduated to become OYO Rooms, an online aggregator of hotels, with a unique business model of “managing the partial inventory of rooms” in hotels and offering a proposition of affordable, consistent, quality experience to business, leisure and pilgrim travellers. The company received rounds of funding from Greenoaks Capital, Lightspeed Ventures, Sequoia Capital and DSG Consumer Partners. Moreover, unlike its competitors, OYO adapted itself to the fast-changing consumer preference and grew at an enviable pace and by 2016, was present across 190 cities through a network of 6,500 hotels. However, OYO Rooms had to face a multitude of challenges both from the consumer and hotel owners’ ends, primarily service quality concerns from the customers and majorly concerns out of payment irregularities or non-abidance to written contracts from the hoteliers’ end. The dissatisfaction levels increased to an extent that experts started raising questions on the viability of the business. OYO was growing at an aggressive rate but breakeven point was yet to be achieved. Moreover, growing dissatisfaction and switching amongst its customers as well as hoteliers threatened the very existence of the model. The case allows the students to critically analyse the strategies of OYO for deliberation on whether the business model was sustainable in the long run. It also encourages the students to deliberate on the possible growth strategies for OYO as also on the service recovery strategies for OYO.

The case has been positioned around the following modules: industry analysis; value of a two-sided business model to both parties; sustainability of a unique business model, against the challenges that it faces; applying the VRIO framework (resource-based view); complaint handling and service recovery strategies; applying the Ansoff’s grid for possible growth options.

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CSS 11: Strategy.

The purpose of this paper is to report on research that examined librarians’ perception and acceptance of use of Facebook and Twitter in promoting library services in Oyo state, Nigeria.

The survey design and interview were used to collect data from librarians in Oyo state. The questionnaire contained questions that are pertinent to the issues being investigated. The 81 responses (81 per cent) received were processed, analysed and results presented.

The paper reveals that majority of the libraries in Oyo state, Nigeria, have Facebook profiles, though minority have Twitter accounts. Librarians in Oyo state, Nigeria, have high perception and acceptance of using Facebook and Twitter to promote library services. Findings also reveal that librarians in academic and special libraries in Oyo state, Nigeria, are more highly receptive to use of Facebook and Twitter to promote library services. Findings revealed further that younger librarians showed more positive perception and higher acceptance.

While the research was limited to librarians in Oyo state, Nigeria, it has applications to librarians and libraries all over Nigeria.

This research provides information on the perceptions and acceptance of social media tools (Facebook and Twitter) in promoting library services. The findings may help provide information to library heads on adopting new and popular technologies to bring the library closer to the user and attract more users and on why it is not being used where they are provided.

At the time of completing this study, research had mainly been on librarians’ use of social media for personal issues not on librarians’ perception and acceptance of using it to promote library services. This research also focuses on libraries in Oyo state having a presence on Facebook and Twitter to promote library service and direct and prompt communication with their users.

State building in pre-colonial sub-Saharan Africa is a much-neglected subject in historical sociology. This paper, which begins to close that gap accounts for state building and transformation in pre-colonial Yorubaland and highlights slavery, slave-taking, and other distinctive features of the Yoruba states. The paper argues that slavery and slave-taking affected warfare in the Yoruba states with remarkable consequences for the Yoruba state system. Furthermore, the paper applied some aspects of existing analytical approaches in historical sociology and comparative politics to elucidate our understanding of the role and limitations of warfare, slave-taking, and slavery in state development in pre-colonial Yorubaland.

This study analyses income inequality and distribution patterns among key actors in the cassava value chain. The study also identifies factors that influence profit of key actors in the cassava value chain.

The study was conducted in Oyo State, Nigeria, using primary data from 620 actors, consisting of 400 farmers, 120 processors and 100 traders in the cassava value chain. The Gini coefficient was used to estimate income inequalities within and between actors. Multiple linear regression was applied to identify factors that influence the profit of the actors in the cassava value chain.

The result shows a gender pattern in the participation in the cassava value chain: men dominate in the production, whereas women mostly engage in processing and marketing of processed cassava products. We also find that incomes are unequally distributed among actors, favouring traders and processors more than farmers in the value chain. Women are better off in processing and trading of value-added products than in the raw cassava production. Spatial differences also contribute to income inequality among farmers in the cassava value chain. An increase in farmers and processors’ incomes reduces inequality in the value chain while an increase in traders’ income widens inequality. Age is significantly negatively correlated with actors’ profit at 1%, while educational level significantly increases their profit at 5%. Processors and traders with large households have a higher profit. We also find that farm size, experience and labour input have significant positive effects on farmers’ profit only at 5%. Membership in an association increases farmers and processors’ profit at 1 and 10%, respectively.

The study recommends that agricultural policies that promote agrifood value chains should aim at minimizing income inequality by targeting vulnerable groups, particularly female farmers to achieve sustainable development in rural communities.

Existing studies recognise income inequality in agricultural value chains in sub-Saharan Africa. However, there are few rigorous quantitative studies that address this pressing issue. Our paper fills this knowledge gap and suggests ways to minimise income inequality in the agri-food value chain, using the example of the cassava value chain in Nigeria.

Banditry is a major social problem in Nigeria that has over time defied series of intervention measures introduced by the federal and state governments to address it. Therefore, this study aims to investigate the counter-banditry strategies of the affected communities in Oyo State, Nigeria.

The research was exploratory and cross-sectional in design. Situational criminal prevention theory was used as conceptual guide. Data were elicited from community leaders, community members and local security guards using in-depth interview, key-informant interview and focus group discussion methods.

The results showed that communities affected by banditry problem were adopting different internal and external interventions to combat the criminal act. Although the counter-banditry strategies of the affected communities have brought about a reduction in the occurrence of the criminal act, the problem is yet to be totally eliminated as people still get victimised.

This research expanded the frontiers of knowledge by focusing on the counter-banditry strategies of the communities affected by the problem of banditry and also suggested relevant practical steps that can be taken to further strengthen the existing security architectures in such locations.

The purpose of this paper is to train primary health care workers to be trainers and implementers of community‐based AIDS prevention activities in Oyo State, Nigeria, by describing an evaluation of the project.

A total of 148 primary health care workers recruited from the 33 local government areas (LGA) of the state were trained as trainers. They were provided seed grants to replicate similar training for health workers, implement and evaluate community‐based AIDS prevention activities. Questionnaires were used before and after the training and the community based projects to evaluate its impact on knowledge of cause of AIDS, routes of HIV transmission, signs and symptoms of AIDS, and precautions to prevent.

At pre‐test, only 30.8 per cent of trainers could list at least four signs and symptoms of AIDS compared with 70.9 per cent who could do so after the training. The trainers trained 973 health workers; the number trained ranged from 20‐80 with a mean of 32.4. The trainers also implemented community‐based AIDS prevention interventions which reached 2,082 persons including adolescents (48.2 per cent), long‐distance drivers (16.6 per cent), market men and women (15.8 per cent), female sex workers (14.2 per cent), traditional birth attendants (4.6 per cent) and herdsmen and women (5.6 per cent). The evaluation conducted after four months of implementation of the community‐based projects showed improvement in knowledge of HIV among all the target groups. It suggests reduction in reported unprotected sex among drivers (from 44 per cent at pre‐test to 18.9 per cent at post‐test) and increase in reported consistent use of condoms (from 53.4 per cent at pre‐test to 71.4 per cent at post‐test) among female sex workers.

Primary health care workers can successfully implement community‐based HIV/AIDS prevention activities.

Primary health care workers can make important contributions to HIV/AIDS prevention and control efforts.

Health education interventions delivered by primary health care workers multiplied the effects of HIV/AIDS prevention and control activities.

Many scholars have reflected on Ricardo’s comparative advantage theory, but little has been said about Yoruba economic thoughts, especially in the exchange and distribution of articles of trade. Prior to the arrival of the Europeans and their activities in the economy of Yorubaland in the pre-colonial period, communities had traded in local, distant markets and across frontiers with neighbours in exchange for products different to the ones they produced. This happened because different towns had specialised in the production of articles which were environmentally suitable to it. Soil fertility, dictated by environmental factors, was a determining factor in what was produced, as agriculture was essentially the predominant economic activity. Textile industries were also established which equally stimulated long-distance trade as specialised clothes were made for export to neighbouring regions. A number of Yoruba towns have been selected for this analysis. The work presents Yoruba economic thoughts and initiatives, and the activities of the indigenous people in the pre-colonial period in Yorubaland and critically assesses the articles which different towns produced for export to other cities and kingdoms in Yorubaland and beyond. Primary source in form of interviews were conducted, proverbs, and secondary sources such as books and journals were also consulted for this work. The economic thought of the people based on specialising in advantaged goods or what they easily produced and achieved is worth historical investigation as a means of celebrating their economic thoughts in a free market.

Ọsẹ dúdú production and sale constitute a major indigenous business among the Yoruba people. Scholars have noted that the business is capable of boosting the socio-economic status of black soap entrepreneurs and of countries. However, ọsẹ dúdú enterprise has some significant threats and problems that are yet to be researched. This chapter examined the challenges of osẹ dúdú entrepreneurs in Southwest Nigeria. Twenty-six interviews were conducted among indigenous black soap producers and sellers in Ogun, Oyo and Lagos States. Data were analysed in themes. Weather, financial, spiritual, copyright and succession challenges, as well as issues such as a large number of sellers, debt, lack of support, pricing and brand competition, were found to be problems faced by black soap entrepreneurs. This chapter concluded that certain controllable and uncontrollable factors were not only capable of limiting the development of osẹ dúdú business but also have adverse implications for the achievement of the sustainable development goals through the indigenous resource. This chapter suggests that osẹ dúdú business actors such as mechanical engineers, local fabricators, financial institutions, and governmental and non-governmental agencies collaborate with black soap entrepreneurs to ameliorate the challenges of the latter. It is only through this alliance that black soap entrepreneurs can contribute to indigenous business development and the achievement of sustainable development goals in Africa.

This study aims to assess and compare the quality and safety of street-vended, ready-to-eat fried and smoked West African Ilisha fish from the major markets in Ibadan, Oyo State, Nigeria.

A total of 50 samples each were obtained from ten major markets in Ibadan, Oyo State, Nigeria. Samples were analyzed in the laboratory for proximate, rancidity indices; i.e. peroxide value (PV), thiobarbituric acid (TBA), total volatile base-nitrogen (TVB-N), trimethylamine acid (TMA) and free fatty acid (FFA), polycyclic aromatic hydrocarbon (PAH) and heavy metals.

The results showed that the mean PV (meq. peroxide/kg), TBA (mg Mol/kg), TVB-N (mgN/kg), TMA (mgN/kg) and FFA (%) contents within the fried fish samples ranged from 18.86-23.11, 2.08-2.98, 14.89-17.79, 1.98-2.89 and 2.46-5.98, respectively, while in the case of smoked fish samples, the corresponding contents were found to be 9.03-15.96, 1.03-1.59, 17.29-19.36, 2.15-2.68 and 1.13-1.62, respectively. The results also revealed the presence of PAH compounds in the fried and smoked fish samples. However, majority of the PAH compounds were above 5.0 μg/kg B(a)P maximum permissible levels set by EU Regulation 1881/2006. Concentrations of Hg, Pb, Cd and Cr in the fried and smoked fish samples showed that quantities of these trace heavy metals were below the recommended limits set by the World Health Organization and hence posed no risk to the consumers. The study concluded that consumption of fried and smoked fish may expose consumers to high-level PAH.

The fried and smoked West African Ilisha fish samples used in this study were obtained from major markets in Ibadan, Oyo State, and there were limitations in getting the same samples with the same treatments in time because of poor and non-established uniform methodology of frying and smoking.

The paper helps in measuring quality and safety standards of fried and smoked fish products to reduce the incidence of food poison and enhance the health of consumers.

This research is of value to the traditional fish processors, government agencies responsible for food quality control and assurance as well as consumers, as little work has been done on this product.