Abstract
This study aimed to understand how disruptive innovations (DIs) can be leveraged to maximize the potential of emerging businesses in Africa, using the disruptive innovation theory (DIT) popularized by C. Christensen (1997). Traditionally applied from a Western, industrialized perspective, the theory models the introduction of new products and services into the market. Initially, these innovations capture the market's lower end, often ignored by incumbents (large established firms). Through continuous development, the new product or service gains mainstream acceptance, eventually becoming the dominant market player and replacing the incumbent. This study analysed the process of disruption to understand the dynamics of contemporary innovations. Consequently, it had four main objectives.
The first objective was to highlight the significance of DIs in Africa. The second was to examine the characteristics of modern DIs on the continent. The third aimed to identify the challenges faced by African disruptive innovators. The fourth objective sought to determine the factors contributing to the success of these innovators in Africa. Given the study's focus on Africa, data collection centred on the continent's four main regions: Northern, Western, Eastern and Southern Africa, with key players being Egypt, Nigeria, Kenya and South Africa.
The key industries in these four countries include health, agriculture, transport, finance and insurance. These sectors experienced the greatest disruption from 2018 to 2024 in an African context. It was crucial to understand how the four objectives outlined the process of disruptive innovation unique to Africa and differed significantly from the Western, industrialized concept. The primary distinction stemmed from Africa's significant socio-economic deprivation. Data were collected from 25 participants across four regions and countries and analysed using a grounded theory approach based on Charmaz's (2014) constructivist methodology. The findings indicated that African disruptive innovators were generally small-scale, faced initial funding challenges and sought financial support to sustain their businesses. This research introduced a new framework to leverage DIs in Africa, aligned with the study's objectives.
The proposed framework focuses on how simplifying services for existing customers can drive growth for disruptive innovators and how accessibility, particularly for marginalised groups lacking basic services such as healthcare, education and transportation, is crucial. Additionally,
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DIs in Africa need to address prevalent societal problems. Data from 25 participants revealed that essential social and economic services, such as banking, are often missing in many African regions. Therefore, for disruptive innovators to succeed in Africa, they must solve significant societal issues. Lastly, addressing infrastructural challenges, such as funding and technological bases, is essential for the success of DIs.
Unlike the European view of DIs, Africa has unique challenges, such as infrastructural issues, that influence the success of disruptive innovators on the continent. To address these, a proposed framework with four key components would guide disruptive innovators on the continent, ensuring business profitability and socio-economic benefits for Africa. The study also suggests future research should focus on how DIs diffuse across Africa. Roger and Williams’s (1983) Diffusion of Innovation theory (RDIT), that explains the spread of innovations in industrialized nations, could be tested to understand the diffusion characteristics of DIs in the African context.