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As Africa's digital economy expands rapidly, it presents a wealth of opportunities for both micro and macroeconomic development. This book, the first of two volumes, offers a comprehensive examination of how digital technologies are redefining business models, market dynamics, and innovation strategies across African markets.
Drawing on rigorous empirical research and conceptual frameworks, this volume explores the evolution of digital business models in Africa, analyzing their transformative potential and impact on various sectors. It delves into critical areas such as e-commerce, online consumer behavior, trust and risk perceptions in digital marketplaces, and the rise of social commerce. The book also examines the sustainability of emerging business models, such as video streaming platforms, and explores digital innovation in key sectors like fintech. It will be of great interest to scholars and students of innovation strategy and business in Africa.
Thomas Anning-Dorson is an Associate Professor at the University of the Witwatersrand, South Africa. He has authored and edited numerous books and book chapters, along with publishing scholarly articles in top-rated journals. His expertise spans areas such as innovation, the digital economy, marketing, and strategy, with a specific focus on Africa and emerging markets. He has also contributed his research skills to institutions like the Oxford Internet Institute at the University of Oxford, McGill University in Montreal, Canada, and the University of Ghana. His extensive background in research, teaching, and consulting encompasses core marketing, strategy, the digital economy, and value at the corporate, customer, and societal levels, particularly emphasizing emerging and developing economies.
Preface: Witnessing Africa's Digital Renaissance.- Chapter 1: Introducing Africa's Digital Business Model Innovation.- Chapter 2: Theorizing Digital Business Innovation in Africa.- Chapter 3: The Evolution and Impact of Business Models in Africa's Emerging Digital Economy.- Chapter 4: Digital Transformation Patterns: A Service-Dominant Business Model Perspective.- Chapter 5: ADAPT: Guiding Digital Transformation in African Markets.- Chapter 6: Building Digital Trust: How African Consumers Are Reshaping Online Business Models.- Chapter 7: Social Commerce in Africa: A Multi-Platform Analysis of Value Co-Creation and Sustainable Business Models.- Chapter 8: African Digital Startup Ecosystems: Analysis of Business Model Innovation.- Chapter 9: Transforming Digital Inclusion in Africa through Innovative Business Models: A Multiple-Case Study Approach.- Chapter 10: Sustaining Digital Business Models in Africa: A Mixed-Method Study of Video Streaming Platforms.- Chapter 11: Future Trajectories of Digital Business Transformation in Africa: Strategic Implications and Theoretical Perspectives.- Chapter 12: Conclusion: Charting the Future of Africa's Digital Transformation.
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