Digital Tools and Platforms as the New Marketplace: Driving Digital Business in Africa

Ogechi Adeola, Robert E. Hinson, Jude N. Edeh, Isaiah Adisa

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

1 Citation (Scopus)

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’ contributions in the book and offers recommendations to businesses in Africa, on effective leveraging of digital technologies.

Original languageEnglish
Title of host publicationPalgrave Studies of Marketing in Emerging Economies
PublisherPalgrave Macmillan
Pages299-311
Number of pages13
DOIs
Publication statusPublished - 2022
Externally publishedYes

Publication series

NamePalgrave Studies of Marketing in Emerging Economies
VolumePart F3554
ISSN (Print)2730-5554
ISSN (Electronic)2730-5562

Keywords

  • Digital tools
  • Enterprises
  • New markets
  • Platforms
  • Social media

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