This timely and insightful book offers an original and nuanced perspective on Africa's digital transformation. It effectively reframes the narrative beyond leapfrogging to highlight the continent's vibrant, innovative, and locally adapted business models. Prof Anning-Dorson provides a robust theoretical foundation and skillfully blends global theories with rich and diverse African contexts to illustrate uniquely African dynamics in fintech, e-commerce, and digital inclusion. This masterpiece is essential reading for scholars, policymakers, and practitioners alike; it reveals not only Africa's digital transformation trajectory but also profound lessons applicable to emerging markets worldwide. **

Prof Daniel Maduku, College of Business, University of Doha for Science and Technology, Qatar

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. His research, teaching and consultancy work has explored value at the corporate, customer, and societal levels, in the fields of innovation, the digital economy, marketing, and strategy, and with a specific focus on Africa and emerging markets. He has contributed to research projects at the University of Oxford, McGill University and the University of Ghana. He has published widely in books and journals.

Autorentext

**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.