@inbook{d214486b0bde429dadc2df9ccb0f7608,
title = "Digital Tools and Platforms as the New Marketplace: Driving Digital Business in Africa",
abstract = "The African market offers enormous opportunities for business digitisation and a shift from the brick-and-mortar model that has defined her business operations and processes. Despite an increase in the number of start-ups taking advantage of the digital space to launch new businesses, the African market is still underserved. This concluding chapter emphasises the importance of digital tools and platforms in improving service delivery and positioning service offerings beyond geographical limitations. By identifying the value of digital tools and platforms, the chapter suggests that digitalising businesses in Africa should not merely follow global trends but understand the unique needs of the African market, correctly identify the target audience, and adopt optimal technology to deliver the service. This chapter identifies the key findings from authors{\textquoteright} contributions in the book and offers recommendations to businesses in Africa, on effective leveraging of digital technologies.",
keywords = "Digital tools, Enterprises, New markets, Platforms, Social media",
author = "Ogechi Adeola and Hinson, {Robert E.} and Edeh, {Jude N.} and Isaiah Adisa",
note = "Publisher Copyright: {\textcopyright} The Author(s), under exclusive license to Springer Nature Switzerland AG 2022.",
year = "2022",
doi = "10.1007/978-3-030-93499-6_13",
language = "English",
series = "Palgrave Studies of Marketing in Emerging Economies",
publisher = "Palgrave Macmillan",
pages = "299--311",
booktitle = "Palgrave Studies of Marketing in Emerging Economies",
}