<![CDATA[Purpose: This study investigates digitization, e-commerce, and cloud computing and their effects on product quality, competitive advantage, and operational efficiency in Fast-Moving Consumer Goods (FMCG) firms. Research Methodology: This study adopted a survey research design. The valid responses comprised 122 managerial (senior and junior) staff in FMCG business organizations located in Southeast Nigeria. Primary data were analyzed using descriptive statistics, Pearson Product-Moment Correlation (PPMC) coefficient, SEM, and linear regression techniques. Results: Structural Equation Modeling (SEM) results revealed a good model fit (χ² = 6.31, df = 9, p > .05; Comparative Fit Index (CFI) = 0.998; Tucker-Lewis Index (TLI) = 0.993; Root Mean Square Error of Approximation (RMSEA) = 0.021). Linear regression showed that digitization had a weakly significant effect on product quality (β = 0.164, p = .049); e-commerce had a strongly significant effect on competitive advantage (β = 0.918, p < .001); and cloud computing had a strongly significant effect on operational efficiency (β = 0.964, p < .001). Conclusions: The study concludes that digitization, e-commerce, and cloud computing significantly affect the performance of fast-moving consumer goods firms in South-Eastern Nigeria. Limitations: This study focused on a sample of firms from one geopolitical zone, which affects the generalizability of the findings. Contributions: This study contributes to the literature by disaggregating digitization, e-commerce, and cloud computing as distinct constructs and examining their specific effects on product quality, competitive advantage, and operational efficiency among FMCG firms in an empirical context, South-Eastern Nigeria, which remains under-researched.]]>
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