Leveraging Ubuntu-inspired values to promote sustainable digital entrepreneurship in Africa

ABSTRACT

Digital entrepreneurship in Africa, while promising, faces significant challenges, such as limited access to technology, nascent supportive and collaborative ecosystems, digital competency gaps, financial constraints, and disparities in developmental stages across national ecosystems in Africa. This study proposes the integration of Ubuntu values as a transformative force to overcome the challenges of digital entrepreneurship in Africa. Utilising a conceptual approach, this study explores how Ubuntu-inspired values can advance equitable and sustainable digital entrepreneurship in Africa. Specifically, it examines the role of these values and related enablers in overcoming institutional hurdles and promoting long-term success in a digital entrepreneurial ecosystem. Emphasising spirituality, collective welfare, humanity, reciprocity, and benevolence, this study suggests that Ubuntu values offer a unique perspective on digital entrepreneurship practices that promote sustainable development in Africa. The study contributes to the discourse on sustainable entrepreneurship by offering practical insights for stakeholders in Africa’s digital economy.

KEYWORDS:

• Ubuntu
• digital Ubuntu
• Ubuntu enablers
• digital entrepreneurship
• sustainable digital entrepreneurship
• indigenous values

1. Introduction

Entrepreneurship has garnered considerable attention in recent decades (Abubakre et al., 2021; Cardella et al., 2021; Forouharfar et al., 2018; Kasu, 2017). While several facets of entrepreneurship – such as contemporary, social, environmental, and digital – have been explored (Bohwasi, 2020), debates persist regarding the primary motive behind businesses: personal wealth accumulation or the honing of business-specific competencies (Bohwasi, 2020; Forouharfar et al., 2018; Khan et al., 2021). In Africa, digital entrepreneurship – the pursuit of opportunities emanating from new media and Internet innovations – has witnessed increased momentum, correlating with the surge in Internet penetration (Ngoasong, 2018). Statista, the market and consumer data provider, stated that in 2022, Africa had about 570 million Internet users, a figure that is projected to significantly increase in the coming years (Statista, 2022). Undoubtedly, affordable digital infrastructure is fuelling the growth of digital business in Africa, and this can be further enabled through a collaborative digital entrepreneurial practice. Antonizzi and Smuts (2020) describe it as harnessing technological platforms for entrepreneurial activities spanning marketing, sales, product development, distribution, stakeholder management, and operations. The ever-evolving technological landscape can continually reshape and expand this entrepreneurial domain, necessitating a deeper understanding of its unique attributes, especially when juxtaposed with local value paradigms (Abubakre et al., 2021).

Sustainable digital entrepreneurship is crucial as it can play a significant role in promoting a resilient economic ecosystem (Moşteanu & Mesue, 2023). However, challenges pertaining to equitable access to resources, opportunities, and benefits persist. Disparities, governed by factors such as gender, ethnic background, or geographic location, can inadvertently create barriers for specific entrepreneurial demographics, underscoring the need for a more balanced distribution of entrepreneurial success. The African value system, epitomised by the ubuntu/botho ethos, emphasises humanism (Rivera-Santos et al., 2015). While advocating mutual respect and reciprocity, the application of the Ubuntu philosophy in the context of digital entrepreneurship in Africa faces impediments, including resource constraints, infrastructure paucity, and a digital literacy deficit. This study posits that identifying and employing Ubuntu enablers can address these issues, promoting sustainable digital entrepreneurial practices that are equitable and environmentally aligned.

The intersection of digital entrepreneurship and cultural values warrants academic exploration for several reasons. Primarily, understanding how indigenous values shape entrepreneurial ventures offers a lens to design culturally attuned ecosystems, potentially fostering inclusive economic progress. Embracing Ubuntu values can amplify inclusivity, promote diversity, and encourage participatory decision-making in entrepreneurial ventures. Simultaneously, these values, deeply rooted in social norms, can assist entrepreneurs in addressing societal challenges, encouraging community cohesion, and engendering positive social impact. Lastly, entrepreneurs’ decision-making processes and strategies are influenced by cultural norms, offering them potential competitive advantages in specific cultural contexts.

However, there is a paucity of research exploring the confluence of Ubuntu and digital entrepreneurship. Therefore, this study seeks to bridge this gap by answering the following research questions:

1. How can Ubuntu’s principles be effectively integrated into Africa’s digital entrepreneurship practices to engender a more inclusive and cohesive entrepreneurial ecosystem?

2. How can Ubuntu enablers be effectively leveraged to overcome digital entrepreneurial constraints and, consequently, promote sustainable digital entrepreneurship in Africa?

A nuanced understanding of Ubuntu's role in African digital entrepreneurship can pave the way for community-driven progress and empower individuals (Van Wyk & Adonisi, 2010). This study aims to provide actionable insights for policymakers and stakeholders by elucidating the potential of Ubuntu in promoting a vibrant digital entrepreneurial ecosystem in Africa.

2. Methodology

This study relies on secondary data sources, primarily peer-reviewed journal articles and credible online resources. The research employs a content analysis methodology (Hsieh & Shannon, 2005). It is grounded in the principles of institutional, social entrepreneurial, and network theories. The study advocates integrating Ubuntu values into digital entrepreneurship in Africa. The author synthesises identified Ubuntu values and digital entrepreneurship to develop practical recommendations aimed at promoting the development, dissemination, and sustainability of Ubuntu-centric digital entrepreneurship. The search for relevant articles was mainly guided by keywords such as “Ubuntu,” “Ubuntu entrepreneurship,” “Digital entrepreneurship,” “Ubuntu values system,” and “Ubuntu philosophy”.

In conducting this research, the author systematically accessed and analysed scholarly literature from reputable academic databases, including Google Scholar, Scopus, and Web of Science. These databases were selected for their comprehensive coverage of academic publications across various disciplines. The research focused primarily on publications from 2010 to 2023, selected to capture the most recent and relevant literature on the integration of Ubuntu values into digital entrepreneurship. The author carefully assessed the retrieved articles to ensure alignment with the research objectives. Only online publications, peer-reviewed journal articles, and academic papers offering significant insights into the incorporation of Ubuntu values into digital entrepreneurship were included. The key areas of exploration are as follows:

• Complexities and opportunities within Africa's digital entrepreneurship domain.

• Strategies businesses employ to navigate the African entrepreneurial landscape's inherent challenges.

• Ubuntu's evolution and its significant influence on African business and entrepreneurship.

• The multifaceted impact of Ubuntu on business strategies, resilience, and interpersonal dynamics.

After delineating the characteristics and challenges of digital entrepreneurship in Africa, the study subsequently explored how the principles of Ubuntu can be integrated into this landscape. This integration was achieved by mapping the Ubuntu values system against the dynamics of digital entrepreneurship and identifying intersections and opportunities where these values can serve as catalysts for sustainable growth.

3. The Ubuntu Philosophy

Ubuntu is a deeply rooted concept in African culture that encompasses the philosophy of interconnectedness, community, and humanity, and is prevalent across many African societies. The term “Ubuntu” itself is derived from the Nguni languages of southern Africa, with variations such as “Botho” in Tswana, “Unhu/Hunhu” in Shona, and “Utu” in Swahili (Mawere & van Stam, 2016). The essence of African communalism is beautifully encapsulated in the concept of Ubuntu, which signifies the deep-seated interconnectedness of human beings. Historically, many African cultures have emphasised the interdependence of individuals within society (Adeola, 2020). This philosophy is poignantly articulated by the expression, “a person is a person because of or through others” (Khomba & Kangaude-Ulaya, 2013; Zondo, 2022). The term “Ubuntu” has its roots in the Xhosa proverb,

“Umuntu ngumuntu ngabanye abantu”, which translates to “each individual’s humanity is ideally expressed in relationship with others” (Battle, 1996, as cited in Mabovula, 2011, p. 40). Furthermore, it can be interpreted as “I am because we are” (Abubakre et al., 2021, p. 2). Indigenous terms from various regions in Africa also embody the essence of Ubuntu, including Ubukhosi in Zimbabwe, Obuntu Bulamu among the Baganda in Uganda, Teranga in Senegal, and Ujamaa in Tanzania (Guma, 2012). Additionally, the Igbo people of southeastern Nigeria prioritise the principle of “Onye aghala nwanne ya” (do not leave your brethren behind) within their business model (Adeola, 2023). At its core, Ubuntu resonates with human qualities such as empathy, tenderness, unity, compassion, and interconnectedness (Wichtner-Zoia, 2012). Mugumbate and Nyanguru (2013) further highlight that Ubuntu values life, dignity, and harmony while eschewing revenge and conflict.

A key aspect of Ubuntu centres on individuality and communal interactions (Abubakre et al., 2021). This ethos underscores the mutual respect for individual rights while upholding a group's shared values. It restricts overemphasis on personal rights and steers individuals towards collective responsibility and shared rights. Remarkably, the African perspective of personhood transcends mere physical and behavioural attributes (Nussbaum, 2003). Instead, it seeks to understand a person in the context of their societal relationships. Ubuntu's principles are not confined to cultural contexts; they significantly influence business operations across African societies (Mabasa, 2020). Such businesses inherently recognise the importance of mutual respect, interconnectedness, and shared responsibilities. Ubuntu philosophy has been applied across various domains, including theology, politics, and management.

Sibanda (2014) distils the essence of Ubuntu into three tenets. The first emphasises the acknowledgement of another's humanity; the second places life's sanctity above materialistic pursuits, and the third underscores the role of consensus in governance. Ubuntu advocates humility, encapsulating it as a moral compass guiding individuals towards societal empathy and collective concerns (Metz, 2020). The profoundness of the concept is such that African proverbs have been used to convey its details and depth, as the English language sometimes falls short of capturing its meaning and symbolism (Eze, 2010; Forster, 2010). Ubuntu is deeply ingrained in various aspects of African society, including family structures, community interactions, governance systems, and traditional practices (Bohwasi, 2020). It influences how people relate to one another, resolve conflicts, and collectively make decisions. Ubuntu promotes a sense of belonging, inclusivity, and social cohesion within communities (Mugumbate & Nyanguru, 2013; Wichtner-Zoia, 2012).

3.1. Attributes of Ubuntu

Given Ubuntu's profound teachings, concerted efforts have been made to weave its principles into diverse spheres, from social work to public leadership. Broodryk (2005) identifies five pillars of Ubuntu: humanness, caring, sharing, respect, and compassion. These core values resonate with the interconnected attributes identified by Abubakre et al. (2021): Humility, reciprocity, and benevolence.

Nevertheless, some redundancy appears to exist among these attributes. Distilling them, the values encapsulating the spirit of Ubuntu can be summarised as spirituality, collective welfare, humanity, reciprocity, and benevolence (see Figure 1).

Figure 1. Ubuntu values.

3.1.1. Spirituality

African indigenous values play a crucial role in shaping the African worldview. The African belief in the interconnectedness of things is linked to a strong belief in the relationship between human beings and spiritual realities, such as a supreme being (Mbigi, 2005; Viljoen & Painter, 2003). This belief is observable in the concept of Ubuntu, as it relates to a spirit of harmony and community that is expected to pervade all interactions between individuals and the group (Mangaliso, 2001). The concept of Ubuntu shares much similar ground with Buddhist thought in its emphasis on the interconnectedness and dependence of the individual self on the constantly shifting world within which it exists as opposed to the rigid Western notion of a unitary, autonomous “I”, independent of the world around (Waldron, 2003).

Numerous studies have highlighted the deep connections of Africans to spiritual truths (Masango, 2006; Wane, 2002; Wane, 2011). This belief is intricately tied to the strong belief in the interconnectedness of all things. Ubuntu philosophy places a significant emphasis on spirituality as a fundamental principle for peace and community, with the expectation that it should infuse all interactions within the community. These spiritual values have a notable influence on various aspects of African society, particularly culture, ethics, entrepreneurship, politics, economics, and religion in both traditional and modern contexts. Neglect of the Ubuntu philosophy of spirituality would have a detrimental impact on how Africans perceive themselves and the structure of their social networks, particularly in the context of entrepreneurship (Njiofor, 2018). The examination of these cultural values in Africa underscores their significance in the construction of African identity and serves as a unique guide for the continued socio-cultural evolution of the continent (Adeola, 2023) In view of the current global business realities and economic development challenges, making African indigenous principles of spirituality more relevant is pertinent for identity and cohesion within African communities. Through cohesion, collaborative and supportive platforms that will promote business resilience and sustainability can be established. Interestingly, spirituality has been linked to business success (Ashar & Lane-Maher, 2004).

3.1.2. Collective Welfare

African societies place strong emphasis on collective welfare, collaboration, interdependence, and shared action (Adeola, 2020; Adeola & Kimbu, 2024). Africans highly value the well-being of the entire group and prioritise mutual understanding and tolerance because of the cultural emphasis on oneness. Communal welfare, which can be considered the central principle of Ubuntu, encompasses these values as well as cooperation. Ubuntu philosophy recognises that individuals only find their place within the larger group, which emphasises that “I exist because we exist.” In contrast to the Marxist conception of collectivism, Ubuntu believes that personal well-being is achieved through the attainment of social well-being. This perspective empowers individuals through collective action and contributes to the overall growth of entrepreneurship. Mnyaka and Motlhabi (2005, p. 215) describe Ubuntu as “an old philosophy of life that has for many centuries sustained the African communities in South Africa in particular and Africa as a whole”. The context of these Ubuntu values has been expressed through empirical data in South Africa, where Twinomurinzi et al. (2010), based on ethnographic research, found that Ubuntu values incorporated into technology can be useful for reducing inequality and promoting togetherness in South Africa. Therefore, the value system of Ubuntu promotes collectivism in the application of technology.

3.1.3. Humanity

Humane principles and humanism have had a notable influence on the African continent's resistance against colonialism. Ubuntu is a widespread and foundational concept in African socio-ethical ideology. Ubuntu's core values include basic humanistic virtues (e.g., reciprocity, empathy, humility, deliberation, and blessing), which guide individuals away from conflict and toward peace (Metz, 2020). Ubuntu's spirit revolves around human dignity and respect – a signal of a shift from confrontation to reconciliation. Ubuntu can be viewed as a celebration of shared humanity. In practice, Ubuntu is most prominently observed in how individuals interact with one another and how small groups (e.g., families) operate.

Being human entails recognising the uniqueness of others and propagating connections based on mutual respect. The Ubuntu philosophy underscores the interconnectedness and reciprocity among humans, which emphasises the significance of “being human along with others” rather than a sole focus on individuality or self-interest (du Toit, 2021). Ubuntu offers a dynamic perspective on interactions and relationships, a shift away from individualistic social concepts, and the promotion of inclusive and reciprocal connections. In Ubuntu, one's identity is formed through interactions with others, and success is dependent on collaboration with fellow community members. The application of humility undoubtedly serves as a force for the notable growth of digital entrepreneurship in Africa (Abubakre et al., 2021). In a qualitative study carried out by Gondwe (2024) on artificial intelligence, journalism, and Ubuntu robots, it was discovered that the absence of philosophies of Ubuntu in the development of technology, such as artificial intelligence, could result in issues of reliability and representativeness for users. Nevertheless, by integrating Ubuntu values into the application of artificial intelligence, a sense of interconnectedness, communal responsibility, and collective well-being among users can be promoted.

3.1.4. Reciprocity

The cultural value of Ubuntu prioritises the interests of the community over personal gains, emphasising the cooperation and empowerment of its members (Du Toit, 2021). It encourages tolerance and respect for diverse viewpoints and recognises each person as a unique entity with inherent dignity and value (Seroto, 2021). In African society, individuals are valued and treated with respect, regardless of socioeconomic status, gender, or race. Ubuntu propagates a sense of shared humanity in which all individuals are regarded as equal and their well-being is valued. Reciprocity is a foundational aspect of Ubuntu, where the community's assistance to those in need is balanced by individuals’ contributions back to the collective (Tavernaro-Haidarian, 2018). This principle is exemplified in practices (e.g., the Igbo apprenticeship program) where successful businesspeople mentor and support aspirant entrepreneurs, which creates a web of dependency and mutual benefit (Adeola, 2023). Reciprocity is a cornerstone of Ubuntu philosophy, a challenge to the selfish notions of society and the promotion of inclusive power dynamics through mutual exchange (Tavernaro-Haidarian, 2018). The application of reciprocity in the digital world can significantly contribute to the rapid growth of digital entrepreneurship in Africa and the overall development of the continent. Abubakre et al. (2021), through an interpretative research philosophy, identified that digital entrepreneurs, drawing upon the concepts of Ubuntu, such as reciprocity, are giving back to their society by ensuring that digital tools and platforms meet the needs of the people and solve problems. It is suggested that when indigenous values such as Ubuntu are incorporated into practices, values such as reciprocity will reflect in entrepreneurial practices, and this will create services or products that benefit the society.

3.1.5. Benevolence

Ubuntu promotes a way of life that encourages forgiveness, acceptance, and kindness while also emphasising the consequences of continued unfavourable behaviour, which may result in social exclusion (Eliastam, 2015). Benevolence is the moral virtue of Ubuntu that reflects empathy for society and extends beyond personal desires; it embodies the idea of altruism and compassion for the collective (Abubakre et al., 2021). This underscores how communities empathise with and support one another to achieve individual and group goals; this value plays a notable role in the promotion of entrepreneurship development in Africa. The act of giving is central to the virtue of kindness in Ubuntu, in promoting resource sharing and creating social and economic interconnectedness among local residents (Christians, 2019). The influence of benevolence in the Ubuntu philosophy shapes behaviours and establishes a foundation for societal cohesion and collaboration in the pursuit of shared objectives. Therefore, benevolence as a virtue holds great potential to drive the notable growth of digital entrepreneurship in Africa through a shift in focus away from selfish desires and the promotion of a culture of giving and interconnectedness. Ubuntu is an orientation that stems from cultural beliefs and has gradually become an institutional value and standard for social relations. It is depicted in this paper as a system of operations that can promote entrepreneurial development. The philosophy of Ubuntu transcends various fields, particularly theology, politics, and management, which embody the essentialist view of African culture regarding the core values of spirituality, collectivism, humanity, reciprocity, and benevolence. Additionally, benevolence was expressed by digital entrepreneurs in Abubakre et al. (2021) study. Some participants mentioned that their commitment to Ubuntu values brings them joy and a sense of positive contribution to society, particularly when they provide aspiring entrepreneurs with digital tools for free, thereby empowering others.

4. Theoretical Framework

This study draws on Institutional Theory, Social Entrepreneurship Theory, and Social Network literature to provide a comprehensive understanding of how Ubuntu values can contribute to the development and success of digital entrepreneurship in Africa's unique institutional context.

4.1 Institutional Theory and Social Entrepreneurship Theory

Institutional theory offers a foundational lens in organisational research, emphasising the role of cultural understanding and shared expectations in shaping organisations and their interactions with their environments (AlNuaimi et al., 2022). Central to this framework is the concept of shared interpretations of norms, which influence collective actions and decision-making processes, such as setting policies, practices, and defining roles. Such norms guide organisations as they grapple with competition and challenges, ensuring their sustenance and success (AlNuaimi et al., 2022).

Emerging countries are often characterised by the presence of institutional voids (Soluk et al., 2021), which have notable implications for formal structures in various sectors, including digital entrepreneurship. In the context of digital entrepreneurship, Soluk et al. (2021) identified examples of these voids, which encompass the lack of dependable infrastructure supporting efficient long-distance travel and communication, as well as deficiencies in information systems and legal procedures. These factors frequently hinder entrepreneurship in these countries. Ubuntu, with its emphasis on community, collaboration, and social interconnectedness (Abubakre et al., 2021), offers digital entrepreneurs a unique blueprint. This blueprint can help navigate institutional challenges, compensate for the absence of formal structures, and promote the development of bespoke informal institutions (Sydow et al., 2022). Considering the institutional voids often found in developing countries, leveraging support from network partners can prove invaluable for digital entrepreneurship (Soluk et al., 2021).

Research, such as that by Manikandan and Ramachandran (2015), offers deeper insights into addressing institutional voids by presenting alternatives beyond the conventional wisdom of institutional theory. In this African-focused study, the essence of these Ubuntu-inspired values becomes evident. By harnessing the power of Ubuntu, digital entrepreneurs can address market imperfections, form synergetic business collaborations, and sculpt organisational structures echoing Ubuntu-driven tenets. Indeed, the Ubuntu principles resonate with the mindset of many digital entrepreneurs in Africa, as described by Abubakre et al. (2021) as “digital Ubuntu,” which reflects the adaptation of Ubuntu values to their evolving digital landscapes. By leveraging these values, entrepreneurs can adeptly address institutional gaps. For instance, creating robust community networks and engendering trust can help circumvent the challenges posed by the absence of robust legal or financial institutions (Sydow et al., 2022). Moreover, cultivating an entrepreneurial ecosystem grounded in Ubuntu can pave the way for collaboration, resource-sharing, and mentorship, presenting a robust answer to Africa's institutional challenges (Armanios et al., 2017).

Additionally, this study situates itself within the broader discourse on social entrepreneurship, as Ubuntu values inherently align with the social mission and community-oriented approach of social entrepreneurs (Abubakre et al., 2021). Drawing on Santos (2012), social entrepreneurship is defined as endeavours that primarily aim to create societal value by addressing neglected issues with positive externalities, particularly in areas underserved by markets and governments. Unlike traditional entrepreneurs, social entrepreneurs prioritise sustainable solutions over mere profit acquisition based on their strategies of empowerment as opposed to control.

Ubuntu, rooted in African philosophy, complements social entrepreneurship with its focus on community harmony and collective well-being. This study examines how Ubuntu values offer a dual approach that champions societal impact alongside economic gains when integrated into digital entrepreneurship. It extends the discourse on social entrepreneurship to the digital domain, highlighting its potential for both community development and economic success.

Drawing on institutional theory and social entrepreneurship as frameworks, this study explores the potential of Ubuntu values in promoting digital entrepreneurship in Africa. It investigates Ubuntu's role in addressing institutional challenges (Murithi et al., 2020) and examines how digital entrepreneurs leverage Ubuntu's principles to overcome hurdles such as regulatory constraints, financial barriers, and infrastructural gaps (Pindado et al., 2023). Furthermore, the study focuses on how these enterprises prioritise social impact within their business models while maintaining economic sustainability.

4.2. Network Dimension

According to Liu et al. (2017), social network theory emphasises the significance of social relationships in disseminating information, directing personal or media influence, and facilitating attitudinal or behavioural transformation. Social network theory highlights the significance of interconnected elements in fostering sustainable social and economic value and focuses on the relationships and interactions between individuals or groups within a social context. Within the context of entrepreneurship and digital entrepreneurship, this theory underscores that entrepreneurs’ success depends on their ability to cultivate and leverage various social resources within their networks. In this context, social networks refer to the intricate web of connections and ties among individual members through which information, money, goods, or services flow (Borgatti et al., 2009; Maertens & Barrett, 2013). An individual's position within a social network can either broaden their opportunities or constrain their actions. Demonstrating the importance of social networks in facilitating social learning and driving the diffusion of new financial innovations, Yu (2012) identifies social influence as a primary predictor of mobile financial service adoption.

Consequently, the reliance of digital entrepreneurs on their professional social networks, often referred to as their social capital, underscores the very important role of the social capital of founders in the success of early-stage internet start-ups (Spiegel et al., 2016). Within the scope of this study, Ubuntu is recognised as a valuable social resource that entrepreneurs can integrate into their entrepreneurial practices to enhance the sustainability of their digital ventures. The influence of digital entrepreneurship is expected to extend through inculcating Ubuntu values as fundamental entrepreneurial principles. The envisaged synergy between digital entrepreneurship and Ubuntu values is anticipated to cultivate a self-renewing ecosystem of digital entrepreneurs, propelling digital empowerment and human capital development by adopting Ubuntu's value system. For instance, small and medium-scale digitally-driven businesses, guided by principles such as benevolence, reciprocity, and humanity, can initiate collaborative empowerment initiatives with local communities to equip young individuals with digital skills. Empowering youth in this manner nurtures social skills development, enabling them to address community challenges using technology.

Establishing a systemic approach based on this practice requires digital entrepreneurial enterprises to adopt a similar orientation, effectively institutionalising a sustainable digital entrepreneurship process. Creating an institutionalised, development-oriented practice necessitates intricate relationships and interactions among all interrelated social elements. Digital entrepreneurship and Ubuntu are inherently interconnected social elements that, when harmoniously integrated, have the potential to generate significant social and economic value. Network theory recognises the value of these elements in their social connections and incorporation, while institutional theory underscores the importance of continuity between them (digital entrepreneurship and Ubuntu). This alignment can lead to an institutionalised process of sustainable value creation and entrepreneurial development in Africa. This study contends that ensuring the sustainability of the digital entrepreneurship ecosystem requires leveraging Ubuntu values to address the challenges faced by digital entrepreneurs. This is necessary because of the myriad challenges that impede sustainability. Some of these challenges are discussed in further detail.

4. Challenges of Digital Entrepreneurship

Digital entrepreneurship in Africa operates within a unique context with distinct opportunities and challenges. Kayser et al. (2023) conducted a study in South Africa and highlighted the burgeoning digital start-up ecosystem in the country. However, several impediments, including regulatory barriers, skill shortages, funding challenges, and a digital infrastructure gap, hinder its full development. These challenges are not unique to South Africa but are prevalent across Africa, presenting significant barriers to the growth and development of digital entrepreneurship in the region. Some of these include:

1. Limited Access to Technology Infrastructure and Broadband Connectivity: One of the primary challenges is limited access to technology infrastructure and widespread broadband connectivity in many regions of Africa (Bakibinga-Gaswaga et al., 2020; Omboni et al., 2022). This lack of access to essential digital tools and platforms can impede entrepreneurs’ ability to leverage technology effectively in their business operations.

2. Nascent Supportive and Collaborative Entrepreneurship Ecosystems: African digital entrepreneurs frequently operate within environments where supportive entrepreneurship ecosystems – including mentorship programs, incubators, and networking opportunities – are still evolving and remain limited, particularly for start-ups (Friederici et al., 2020). For instance, Kayser et al. (2023) highlighted challenges in the South African start-up ecosystem, noting a significant deficiency in social capital. The absence of robust support systems and networks can impede access to essential guidance and resources that drive continental growth and innovation. Compounding these issues, limited governmental backing and regulatory hurdles further intensify these challenges.

3. Entrepreneurial Digital Competencies Gap: Entrepreneurial digital competencies remain a gap in resource-scarce contexts, such as Africa (Mishi & Anakpo, 2022; Ngoasong, 2018). Overcoming these challenges is crucial to the success of digital entrepreneurship in dynamic environments. Despite growing internet penetration, a significant portion of the population lacks basic digital skills, which can limit the potential market for digital businesses.

4. Limited Access to Finance and Markets: Access to finance and markets remains a significant challenge for many digital entrepreneurs in Africa (Amankwah-Amoah & Hinson, 2019). Securing funding for startups and expanding into new markets can be hindered by financial barriers, limiting growth opportunities.

5. Diverse Ecosystem Development Stages: Recognising the lack of homogeneity and Africa's cultural diversity is crucial, which implies that obstacles to digital entrepreneurship may vary significantly. Africa's cultural diversity results in varying resource-related obstacles across regions, leading to different stages of development in African digital entrepreneurship ecosystems. Friederici et al. (2020) categorised African digital entrepreneurship ecosystems into three tiers: maturing (Tier 1), incipient (Tier 2), and learning ecosystems (Tier 3). Tier 1 ecosystems, exemplified by cities such as Lagos, Nairobi, and Johannesburg/Pretoria, exhibit well-established hubs, experienced entrepreneurs, and enterprises addressing Pan-African markets. Tier 2 ecosystems, such as Accra, Kampala, Dakar, Abidjan, and Yaoundé, are characterised by fewer hubs, entrepreneurs targeting national markets or those of nearby countries, and limited mentorship. Tier 3 ecosystems, found in cities such as Kigali, Addis Ababa, and Maputo, are characterised by nascent hubs, entrepreneurs targeting national markets, lack of active mentorship, and limited funding. These disparities underscore the varying stages of development in African digital entrepreneurship ecosystems, from advanced to embryonic.

Addressing these challenges is crucial for creating an environment in which digital entrepreneurs across diverse African contexts can thrive, contributing to economic growth and societal impact. Overcoming these constraints will require collective effort from policymakers, businesses, educational institutions, and communities to support the growth of digital entrepreneurship in Africa. The challenges in African digital entrepreneurship form the backdrop of the integration of Ubuntu values, which can play a crucial role in overcoming these obstacles and facilitating the growth of digital entrepreneurship in the region.

The next section discusses how Ubuntu values can be integrated into digital entrepreneurship practices to navigate its challenges and establish a sustainable digital entrepreneurship that encourages development in Africa.

5. The Integration of Ubuntu Values with Digital Entrepreneurship

Integrating the principles of Ubuntu into digital entrepreneurship can effectively promote the development of a cohesive and sustainable entrepreneurial ecosystem in Africa that values both innovation and communal harmony, as follows:

5.1. Collaboration

Collaboration can play an important role in digital entrepreneurship by allowing entrepreneurs to leverage knowledge and resources and build robust networks to navigate institutional challenges (Fernandes et al., 2022). Ubuntu's principle of collaboration will promote a spirit of mutual support and respect among entrepreneurs (Abubakre et al., 2021). Through Ubuntu's collaborative spirit, digital entrepreneurs can inculcate a culture of sharing and learning that enhances innovation and creativity within their ventures. Ubuntu's emphasis on collaboration resonates with the concept of digital entrepreneurial ecosystems, in which various stakeholders collaborate to create a supportive environment for entrepreneurs (Bejjani et al., 2023). In such ecosystems, entrepreneurs will benefit from collective expertise, resources, and connections that facilitate growth and success. By integrating Ubuntu's collaborative principles into these ecosystems, digital entrepreneurs can enhance their ability to navigate complex digital landscapes effectively.

Moreover, collaboration is particularly relevant in the context of social entrepreneurship, in which the focus is on creating a positive social impact. Ubuntu's value system promotes collaboration in pursuit of the common good, which aligns with the objectives of social entrepreneurship (Du Toit, 2021). Leveraging Ubuntu's collaborative ethos, social entrepreneurs can establish partnerships and collaborations that amplify their impacts and drive positive changes in their communities. In addition to practical benefits, collaboration rooted in Ubuntu's principles can also contribute to the ‘emancipatory potential of digital entrepreneurship’ (Hassan et al., 2023). Through collaborative efforts, entrepreneurs can challenge power structures and inequalities, as well as empower marginalised individuals and communities. Ubuntu's emphasis on inclusivity and mutual support provides a framework for digital entrepreneurs to create ventures that prioritise social justice and equitable outcomes.

Although collaboration is essential to digital entrepreneurship, it is important to acknowledge that it does not negate competition. Rather, Ubuntu's collaborative spirit complements and enhances the competitive dynamics in the digital marketplace (Khan et al., 2022). By emphasising collaboration alongside healthy competition, digital entrepreneurs can benefit from shared knowledge and resources, while simultaneously striving for innovation and market success.

5.2. Human-centric Approach (User-centredness)

The human-centric approach is developed based on the Ubuntu value of humanity, a people-centred orientation. In other words, it focuses on what others need and ensuring that these needs are met. In the context of digital entrepreneurship, entrepreneurs must be user-centred. User-centeredness requires entrepreneurs to prioritise the needs and preferences of their customers and users (Kanvaria, 2020). By designing products and services that meet the needs of the target audience, entrepreneurs can create relevant and valuable products. Additionally, Ubuntu's principle of humanity will help to emphasise the significance of dignity and respect for others (Bidwell, 2010). Through this principle, digital entrepreneurs can propagate empathy, build strong relationships with their users, and create products and services beyond mere functionality.

Response to user feedback is a vital aspect of user-centeredness that will enable entrepreneurs to actively incorporate user input. Digital entrepreneurs can refine their products and provide better user experience (Kanvaria, 2020). Ubuntu's principle of humanity encourages entrepreneurs to engage in meaningful dialogue and value the perspectives of others (Bidwell, 2010). By this principle, digital entrepreneurs can create a collaborative environment where users feel heard, and their feedback is valued, translating to continuous improvement and innovation.

Empathy, which is also a central theme in the humanistic approach, plays an important role in user-centred design. Digital entrepreneurs need to understand the emotions, motivations, and challenges of their target users (McNealy, 2021). Ubuntu's emphasis on interconnectedness and interpersonal relationships provides a solid foundation for cultivating empathy in business interactions (Abubakre et al., 2021). Through Ubuntu's principle of humanity, digital entrepreneurs can develop a deep understanding of their users and design products and services that effectively address their aspirations and pain points.

Moreover, the application of Ubuntu's principle of humanity extends beyond individual interactions. It can also shape the culture and values within a digital entrepreneurial ecosystem. For example, in an open-source community (e.g., the Ubuntu Linux community in Zimbabwe), Ubuntu's ethos of collaboration and mutual support thrives (McClune, 2018). Digital entrepreneurs can draw inspiration from this collective spirit of knowledge-sharing and collaboration to drive innovation and overcome challenges. However, it is important to recognise that the integration of Ubuntu's principles into digital entrepreneurship is not without challenges. In the global context, where cultural diversity and power dynamics exist, entrepreneurs must navigate the complexities of cultural appropriation and digital colonialism (Adams, 2021). It is important to approach the incorporation of Ubuntu's principles with respect and authenticity to avoid superficial engagement or commodification of cultural values.

5.3. Adaptive Resilience

Adaptability is a critical attribute for digital entrepreneurs to navigate the rapidly dynamic and disruptive landscape of digital entrepreneurship (Bejjani et al., 2023). The ability to respond quickly and adjust to new trends, technologies, and market demands is essential for long-term success in Africa’s dynamic business environments. Ubuntu's principle of resilience aligns with this requirement, emphasising the significance of persistence and perseverance in the face of adversity (Abubakre et al., 2021). Using this principle, digital entrepreneurs can internalise problem-solving and develop the flexibility and adaptability needed to thrive in the ever-changing digital world.

Digital entrepreneurship is often characterised by uncertainty and unpredictability. New technologies, market dynamics, and consumer behaviours are rapidly emerging, which may necessitate constant adaptation (Khan et al., 2022). Ubuntu's principle of resilience encourages entrepreneurs to embrace change and challenges and view them as opportunities for growth and improvement (Diepeveen & Phiona, 2021). This mindset enables digital entrepreneurs to be receptive to new possibilities, pivot when necessary, and seize new opportunities.

Moreover, the principle of resilience represented in Ubuntu can facilitate a proactive approach to innovation. Digital entrepreneurs who embody this principle are more likely to be proactive in anticipating and responding to market shifts and customer needs. They embrace a mindset of continuous improvement and seek to enhance their products, services, and business models to remain competitive.

The significance of adaptability is particularly evident in the context of digital entrepreneurial ecosystems. These ecosystems are characterised by complex and interconnected networks of entrepreneurs, investors, customers, and other stakeholders (Bejjani et al., 2023). The ability to adapt and collaborate within these ecosystems is crucial for access to resources, knowledge, and support. Ubuntu's principle of resilience emphasises the value of community and mutual support; it encourages digital entrepreneurs to leverage their networks and engage in collaborative problem-solving. Using this principle, entrepreneurs can tap into the collective wisdom and expertise of their ecosystems to enhance their adaptability and resilience. However, it is instructive to note that while Ubuntu's principle of resilience provides valuable guidance, it should not be seen as a panacea for all the challenges faced by digital entrepreneurs. Adaptation to change requires a combination of various skills, particularly strategic thinking, market analysis, and technological proficiency.

5.4. Social Responsibility

Social responsibility is fundamental to building successful and socially impactful digital entrepreneurship practices. It entails an awareness of the impact of one's business on society and consideration of the ethical implications of one's actions. The principle of compassion in Ubuntu will promote social responsibility amongst digital entrepreneurs. This emphasises the significance of caring for others and working towards the greater good (Abubakre et al., 2021). By this principle, digital entrepreneurs can go beyond solely pursuing profits and strive to create businesses that are socially responsible and sustainable. Social responsibility involves consideration of the broader societal implications of one's actions and decisions. Makwara et al. (2023) underscore the need for digital entrepreneurs to understand and address “the contested notions of Ubuntu as a corporate social responsibility” theory in Africa. This requires a deep understanding of the local context, cultural values, and indigenous knowledge systems. Through Ubuntu's principle of compassion, digital entrepreneurs can navigate these complexities and contribute positively to society.

Nicolaides (2014) explores the utilisation of Ubuntu in the decisions of Chief Executive Officers (CEOs) regarding corporate social responsibility (CSR) and codes relating to ethics in business. Ubuntu's emphasis on compassion and caring for others provides a valuable framework for CEOs to develop CSR strategies that prioritise the well-being of stakeholders and the community. Through Ubuntu's principles, digital entrepreneurs can align their businesses with ethical standards and create positive social impacts. Senooane (2014) discusses how corporate social responsibility practices, grounded in Ubuntu, can enhance brand loyalty in the mobile telecommunications sector in South Africa. When digital entrepreneurs demonstrate care and compassion towards their customers and society at large, it propagates a sense of trust and loyalty among stakeholders, which ultimately benefits their businesses.

5.5. Community Building

Digital entrepreneurship, while often characterised by individual effort, also requires the establishment of connections and relationships within communities. The principle of reciprocity in Ubuntu is highly applicable in this context, as it encourages entrepreneurs to give back to their communities and contribute to the common good (Abubakre et al., 2021). By this principle, digital entrepreneurs can cultivate a sense of purpose, building a community of like-minded individuals who share the same values and objectives. This community-building process is vital for the promotion of innovation, creativity, and success in the digital economy.

Building a community around digital entrepreneurship offers numerous benefits. It creates a supportive network in which individuals can share knowledge, resources, and experiences, leading to mutual growth and development. Long et al. (2022) emphasise the significance of the community in digital entrepreneurship, as it provides access to mentorship, collaboration opportunities, and potential partnerships. According to the principle of reciprocity, digital entrepreneurs can actively contribute to the growth and well-being of their communities, thus engendering an environment of trust, collaboration, and collective progress.

Ubuntu's principle of reciprocity aligns with the concept of resilience in community-building. Sarra and Berman (2017) explored the use of Ubuntu as a tool for resilience in South Africa and highlighted the interplay between arts, micro-businesses, and social justice. Through Ubuntu's principles, digital entrepreneurs can contribute to the resilience of their communities, address social challenges and promote economic empowerment. This reciprocity strengthens the fabric of the community; it creates a supportive and sustainable ecosystem for digital entrepreneurship to thrive.

Furthermore, the concept of “Digital Ubuntu” emphasises the significance of Ubuntu values in the digital domain (Agloro, 2021). The principle of reciprocity extends to online communities and platforms, where digital entrepreneurs can actively engage with their audience, create value, and forge meaningful connections. Through Digital Ubuntu, entrepreneurs can build trust, loyalty, and a sense of belonging among their digital communities, which can lead to increased visibility, customer engagement, and, ultimately, business success. However, it is essential to recognise the potential challenges and limitations of community-building in digital entrepreneurship. West (2014) discusses the problems, perspectives, and prospects of Ubuntu in the context of business ethics. Cultural differences, power dynamics, and unequal access to resources can hinder the development of inclusive and equitable communities. Digital entrepreneurs need to be mindful of these challenges and actively work towards overcoming them. They must ensure their community-building efforts are inclusive, diverse, and representative.

Figure 2 illustrates the study's conceptual argument, which shows the dynamic relationship between digital entrepreneurship, its associated challenges, and the influence of Ubuntu values. This framework is termed “Ubuntu Enabled Values for Sustainable Digital Entrepreneurship in Africa”.

Figure 2. Ubuntu enabled values for sustainable digital entrepreneurship in Africa.

This framework illuminates the study’s thesis by demonstrating the intricate connections among various elements that will promote a socially responsible and community-centric entrepreneurship practice in the digital age. The central tenet of the framework is that digital entrepreneurship can drive sustainable development in Africa if the challenges inhibiting digital entrepreneurship can be overcome. Ubuntu values are, therefore, proposed as an important cultural tool that can be used to navigate the challenges and achieve a sustainable digital entrepreneurship practice in Africa. At its core, it represents the relationship between digital entrepreneurship, challenges of digital entrepreneurship, Ubuntu values, Ubuntu-inspired enablers, and sustainable digital entrepreneurship. Enablers are derived from the integration of Ubuntu values into digital entrepreneurial practice. These components serve as the central thesis of this study and are conceptually defined for clarity.

1. Digital Entrepreneurship in Africa: This encompasses the dynamic process of identifying and pursuing entrepreneurial opportunities that harness technological platforms and various communication tools for conducting business activities. Although digital entrepreneurship in Africa exhibits unique characteristics, there are hindrances to its success.

2. Challenges: These external factors represent critical constraints that have the potential to be addressed effectively through the integration of Ubuntu values and the inherent traits of digital entrepreneurship. These challenges encompass limited access to technology, nascent supportive and collaborative ecosystem, the entrepreneurial digital competencies gap, limited access to finance, and diverse ecosystem development stages (homogeneity and diversity gap).

3. Ubuntu Values: Serving as the ethical and moral bedrock of the model, these values encompass Spirituality, Collective Welfare, Humanity, Reciprocity, and Benevolence.

4. Ubuntu Enablers: Ubuntu enablers are the essential elements that can facilitate sustainable digital entrepreneurship. These enablers encompass Collaboration, a Humanity-Centric Approach, Adaptive Resilience, Social Responsibility, and Community Building.

5. Sustainable Digital Entrepreneurship: Within the context of this study, sustainable digital entrepreneurship is defined as the deliberate integration of digital technologies into entrepreneurial practices, with the overarching goal of promoting equitable social, economic and environmentally conscious entrepreneurial ventures.

The figure depicts a synergistic framework in which the integration of Ubuntu values into digital entrepreneurship practices serves as a guiding principle for entrepreneurs to drive sustainable development in Africa. This integration stems from the recognition of the challenges faced by contemporary digital entrepreneurship in Africa, such as limited access to technology and funding, as well as the absence of supportive ecosystems. The alignment of Ubuntu principles with the values and practices of digital entrepreneurs in Africa underscores the significant opportunity to enhance the impact and sustainability of digital entrepreneurship in the region. Ubuntu, deeply rooted in African culture, emphasises the importance of community, collaboration, and strong social relationships. These principles resonate with the essence of digital entrepreneurship, where success often depends on collaboration, user-centeredness, and the establishment of robust networks.

When entrepreneurs in Africa incorporate Ubuntu values into their digital ventures, they can achieve economic success and create a positive social impact that strengthens their communities. By infusing their entrepreneurial practices with Ubuntu principles, digital entrepreneurs can promote a sense of community and shared purpose, leading to greater inclusivity and equity within the ecosystem. Leveraging Ubuntu values through educational initiatives and collaborative networks can empower entrepreneurs to address identifiable constraints and promote sustainable digital entrepreneurship. This synergy between Ubuntu and digital entrepreneurship signifies the transformative potential for African economies and societies, where equitable and sustainable development can thrive in the digital age. This model elucidates the nuanced dynamics at play in the digital entrepreneurship landscape, offering valuable insights into how these components converge to facilitate sustainable and socially responsible entrepreneurial endeavours in the digital era.

6. Discussions

This section presents two interconnected discussions, building on the foundations established in the preceding section. These discussions emphasise the catalytic role of Ubuntu enablers in overcoming constraints in digital entrepreneurship. Furthermore, the section explores the relevance of Ubuntu values within resource-constrained contexts, which, for the purpose of this study, refers to environments such as many regions in Africa where resources, both tangible (e.g., finances, infrastructure) and intangible (e.g., knowledge networks), are limited or challenging to access.

6.1. Ubuntu Enablers as Catalysts for Overcoming Constraints in Digital Entrepreneurship

Constraints, such as limited technology access, collaboration gaps, resilience, and financial and market barriers, hinder sustainable digital entrepreneurship. Ubuntu values serve as crucial tools for overcoming these constraints. Ubuntu promotes collective problem-solving, knowledge access, supportive ecosystems, user-centric design, and community building, thereby promoting collaboration, knowledge sharing, and inclusivity among digital entrepreneurs. This supportive environment enhances their chances of individual success and contributes to community and economic growth.

The disparities among the three tiers of the ecosystem, as described by Friederici et al. (2020), illustrate various stages of development and maturity in African digital entrepreneurship ecosystems.

Tier 1 hosts established enterprises and seasoned entrepreneurs and boasts access to specialised talent and robust funding. Within such maturing ecosystems, where resources are relatively plentiful, the infusion of Ubuntu enablers, notably collaboration and reciprocity, can promote a culture of innovation and resilience. By emphasising user-centeredness, entrepreneurs in these mature environments can further align their services and products with market needs, thus enhancing their competitive positioning within local and broader Pan-African markets.

Transitioning to Tier 2, the incipient ecosystems, the challenges become more pronounced. Here, limited mentorship and resources can benefit from the principles of Ubuntu, particularly adaptability. Entrepreneurs, who harness the ability to adapt swiftly, can better navigate the dynamic landscape of this tier. Additionally, collaboration, inspired by Ubuntu, can assist in forming partnerships that bridge the gap between the limited mentorship available and the quest for innovative solutions.

In Tier 3, the embryonic nature of the learning ecosystem is underscored by scarce mentorship and a nascent entrepreneurial landscape. This tier finds profound value in Ubuntu enablers such as community building and a human-centric approach (user-centeredness). Entrepreneurs can draw on these principles to better understand their immediate markets and build support networks. Reciprocity, another key enabler, emphasises the give-and-take dynamic, which can be harnessed to develop mutually beneficial relationships and tackle challenges, such as funding constraints.

Therefore, the adoption of Ubuntu enablers in digital entrepreneurship cannot be considered a one-size-fits-all strategy. Recognising the intricacies of these tiers – from maturing to incipient to learning phases – ensures a more context-specific application of these enablers. By tailoring this approach based on each tier's unique challenges and potential, there is an opportunity to unlock deeper entrepreneurial success and champion resilience, innovation, and collaboration more effectively.

The interplay between Ubuntu enablers and digital entrepreneurship underscores the importance of context-specific strategies. Entrepreneurs must tailor their approaches to address unique challenges and opportunities, accounting for local regulatory, financial, infrastructural, and cultural dynamics. Continuous monitoring and adaptability in navigating institutional voids are essential. Social entrepreneurship plays a crucial role in bridging the institutional voids in Africa by addressing societal challenges. Ubuntu, deeply rooted in African culture, seamlessly aligns with social entrepreneurship by promoting inclusivity, empathy, and community well-being. Ubuntu enablers guide social entrepreneurs in designing interventions to empower communities and drive sustainable social change (Ciambotti et al., 2021).

Digital nomads, who seek favourable work environments while travelling, often encounter institutional voids. Ubuntu enablers, especially community building and reciprocity, can help digital nomads build supportive networks, allowing digital nomads to build supportive networks and bridge institutional gaps. In summary, the Ubuntu enablers provide a valuable framework for overcoming the constraints of digital entrepreneurship. They promote collaboration, knowledge sharing, and inclusivity, enabling entrepreneurs to succeed in diverse African contexts and contributing to community and economic development.

6.2. African Digital Entrepreneurship and Ubuntu Values in Resource-Constrained Context

Institutional voids, which are marked by inadequate formal support structures, profoundly affect digital entrepreneurship in Africa. These voids include weak regulations, property rights concerns, limited financial access, and infrastructure gaps (Heeks et al., 2021; Soluk et al., 2021). Entrepreneurs in Africa can employ strategies such as collaboration and adaptation to overcome these challenges. Digital platforms are essential in Africa, facilitating entrepreneurship by offering alternatives to institutional voids. These platforms help entrepreneurs access markets, connect with customers, and leverage digital technology, thereby bypassing infrastructure limitations (Heeks et al., 2021). Furthermore, international entrepreneurship proves valuable, as it allows African entrepreneurs to access external resources and networks (Pindado et al., 2023).

With its emphasis on community, social bonds, and humanism, Ubuntu has emerged as a crucial strategy for digital entrepreneurs in Africa (Sarra & Berman, 2017). This empowers entrepreneurs to build networks, cultivate trust, and establish resilient ventures. This approach aligns with Africa's cultural diversity, emphasising context-specific solutions (Murithi et al., 2020).

To navigate institutional voids effectively, African entrepreneurs must adapt strategies to local contexts, considering regulatory environments, finance accessibility, infrastructure constraints, and cultural nuances. Embracing Ubuntu values helps entrepreneurs leverage collective knowledge and community support, thus mitigating institutional voids (Oriaifo et al., 2020). It is vital to emphasise context-specific strategies as institutional environments evolve over time. Entrepreneurs should continually monitor and adapt their approaches to navigate voids effectively and create positive impacts (Pindado et al., 2023).

Social entrepreneurship plays a central role in addressing societal challenges in Africa, compensating for limited formal institutional support. These entrepreneurs focus on creating positive social impacts in areas such as poverty, education, healthcare, and environmental sustainability (Murithi et al., 2020). Ubuntu values, deeply rooted in African culture, align seamlessly with social entrepreneurship. Prioritising community needs and emphasising empathy and inclusivity, these entrepreneurs build trust and social capital, enabling them to navigate institutional voids and drive sustainable social change (Ciambotti et al., 2021).

The synergy between Ubuntu values and digital entrepreneurship aligns with network theory's argument on the necessity of social elements for social and economic prosperity. Integrating digital entrepreneurial values with Ubuntu has the potential to benefit Africa's economic development. Furthermore, the rise of digital nomads – individuals working remotely while travelling – presents an intriguing intersection of institutional voids and Ubuntu principles. In Africa, digital nomads, while seeking favourable institutional environments, often encounter voids like limited co-working spaces, networking opportunities, and weak social support systems. In this context, Ubuntu's emphasis on community, social connections, and collective well-being can help digital nomads build supportive networks and contribute to the development of their communities, thereby encouraging mutual growth and reciprocity.

7. Managerial Implications for Digital Entrepreneurship

Integrating digital technology into entrepreneurial strategies presents significant managerial implications, particularly in emerging markets such as Africa. Digital entrepreneurship has the potential to address economic and social challenges, promote social inclusion, and elevate living standards (Ratten & Jones, 2018). Managers must recognise the transformative power of digital entrepreneurship and actively support initiatives that encourage digitalisation and the use of technology-based information and communication systems (ICTs) for essential business functions, including production, advertising, sales, and management (Samara & Terzian, 2021).

The utilisation of digital tools demands a shift in managerial paradigms. Executives should favour resource coordination over mere control, given the reliance of digital entrepreneurship on platforms, social networks, mobile technology, data analytics, and platform solutions to enhance operations and establish innovative business trajectories (Frederiksen & Brem, 2017). Digital mechanisms can amplify competitiveness, profitability, and cost-effectiveness while encouraging innovation (Soluk et al., 2021). Managers should explore opportunities presented through digital entrepreneurship. This includes conceiving new products/services, advancing goods via online platforms, and utilising digital structures for conceptual vetting, financing, and product rollouts (Sussan & Acs, 2017). Adaptability – a core Ubuntu enabler – is paramount to harnessing the unique opportunities and navigating challenges that digital entrepreneurship presents in the African milieu (Nambisan, 2017; Valacich & Schneider, 2018).

Considering the influence of cultural and societal values on entrepreneurial endeavours, incorporating Ubuntu values into digital enterprises can bolster social networks, thereby increasing the likelihood of success. These networks, as evidenced by familial, friendly, and professional connections, serve as a reflection of the local culture, ultimately giving rise to shared aspirations, beliefs, norms, and trading practices. Entrepreneurs who align with these norms can leverage these networks, thereby accruing valuable social capital. Therefore, embracing and internalising Ubuntu enablers can prove crucial for entrepreneurs to build strong and influential networks and improve their chances of success.

African innovators who use technology to align with Ubuntu principles can develop solutions that prioritise the needs of communities and celebrate collective successes. Two key enablers of Ubuntu, user-centredness and collaboration, are crucial in this regard. For digitalisation to be successful in developing nations, it is essential to carefully consider how technology can address the unique social challenges faced by these communities. As digitalisation can bring both benefits and risks, it is important to navigate these complexities through the principles of Ubuntu.

In the digital entrepreneurship sphere, Ubuntu's community-building and reciprocity principles align harmoniously. Ubuntu's community-building enabler can drive an ethos of mutual support, boosting navigation in the digital space. The principle of humanity, with its emphasis on dignity and mutual respect, assists entrepreneurs in identifying and fulfilling customer requirements while forging enduring relationships. Furthermore, adaptive resilience and social responsibility play a crucial role in this field, too. Ubuntu's resilience tenet underscores problem-solving ability and agility, whereas the empathy aspect urges ethical deliberations, leading to the creation of socially accountable ventures.

The responsibility for nurturing a comprehensive and sustainable environment for digital entrepreneurship lies with management. To incorporate Ubuntu values into the entrepreneurial ecosystem, managers and entrepreneurs must first comprehend the needs of their immediate community and how their products or services can address those needs. Providing products or services to individuals from marginalised or underserved communities can exemplify acts of benevolence and reciprocity. The positive aspect of Ubuntu values is that managers can build on a value that aligns with their capacity to provide. Additionally, for values such as collectiveness, managers can partner with other entrepreneurs who share similar values to offer free training within the context of their service or provide orientation programs that educate communities on the benefits of using their products. During this orientation program, products can be offered at discounted rates. Lastly, to apply Ubuntu values by managers and entrepreneurs, there must be a careful evaluation of the organisation's proposition that can be utilised to address immediate community problems. “Ubuntu” is managers’ understanding that they exist because of their immediate society, and society also needs them for continuity and survival. Furthermore, incorporating Ubuntu values into the mission and vision statements of these organisations can promote transformation.

8. Theoretical Implications of Ubuntu Principles in Digital Entrepreneurship

The implications of Ubuntu philosophy on digital entrepreneurship in Africa can be analysed through the triadic lens of institutional theory, social entrepreneurship theory, and social network literature. These frameworks provide a multidimensional understanding of how Ubuntu philosophy can be effectively employed in Africa's entrepreneurial landscape, especially in light of existing institutional voids.

• Institutional Theory Perspective: Institutional voids, as highlighted in institutional theory, denote the absence of formal institutions crucial for entrepreneurial activities. Ubuntu philosophy provides a cultural framework that encourages collaboration, adaptability, and community building, offering a cultural mechanism to address these voids. Inculcating Ubuntu values can help entrepreneurs navigate and overcome these gaps and promote inclusive and sustainable environments.

• Social Entrepreneurship Theory Perspective: Social entrepreneurship theory underscores the importance of addressing societal issues through entrepreneurial endeavours. Ubuntu's emphasis on social responsibility and community aligns well with this. Entrepreneurs harnessing Ubuntu principles tend to prioritise underserved communities and create user-centred solutions that address broader societal challenges.

• Social Network Literature Perspective: Ubuntu's focus on collaboration and mutual support echoes the essence of social network literature. Ubuntu principles encourage robust social networks among entrepreneurs by promoting knowledge-sharing, resource pooling, and collective learning. Thus, networking can offset the lack of formal institutional structures, compensating through community-based support systems. A thorough comprehension of Ubuntu values is critical to the successful implementation of these principles. Without a proper understanding of the core tenets of these values, it will be challenging to attain a successful outcome. It is imperative that managers, entrepreneurs, and stakeholders take note.

The key implications of this multi-theoretical perspective are as follows:

1. Addressing Institutional Voids through Ubuntu Enablers: One of the significant theoretical implications is how Ubuntu enablers can help address institutional voids. In regions with limited access to technology, supportive ecosystems, and financing opportunities, the principles of Ubuntu can act as enablers to promote collaboration, community building, and collective problem-solving. Through deliberate nurturing of these Ubuntu enablers, digital entrepreneurs can effectively navigate institutional voids and overcome constraints, ultimately leading to the creation of sustainable entrepreneurial ecosystems (Sydow et al., 2022).

2. Promoting Inclusivity and Social Responsibility: The principles of Ubuntu encourage inclusivity and social responsibility, which can be instrumental in addressing societal challenges arising from institutional voids. Digital entrepreneurs inculcating Ubuntu values are more likely to prioritise the needs of underserved communities and design user-centred solutions that cater to the local context. In turn, this can lead to the development of socially responsible businesses that contribute positively to society (Abubakre et al., 2021).

3. Promoting Resilience and Adaptability: In view of institutional voids, the ability to adapt to changing circumstances and achieve resilience is crucial for the long-term success of digital entrepreneurship. Ubuntu's principle of resilience aligns with the adaptability required in a rapidly changing digital landscape, enabling entrepreneurs to navigate uncertainties and capitalise on opportunities (Bohwasi, 2020).

4. Building Collaborative Networks: Collaboration is vital for overcoming the challenges posed by institutional voids. Ubuntu's emphasis on collaboration and mutual support can encourage the creation of strong social networks among entrepreneurs, leading to knowledge-sharing, resource pooling, and collective learning. These networks can act as mechanisms to compensate for the absence of formal institutional support (Bidwell, 2010).

5. Cultural Values and Economic Development: The application of Ubuntu values in digital entrepreneurship has implications beyond the entrepreneurial context. Building a cohesive entrepreneurial ecosystem based on Ubuntu principles has the potential to positively impact economic development, poverty reduction, and overall societal well-being (Abdulai et al., 2020).

6. Navigating the Ecosystem Tiers: Ubuntu values can serve as guiding principles for digital entrepreneurs operating in varying ecosystem tiers, as described by Friederici et al. (2020). In maturing ecosystems (Tier 1), where experienced entrepreneurs and specialised talent are prevalent, Ubuntu can enhance collaboration and community support, further promoting innovation and resilience. In incipient ecosystems (Tier 2), characterised by fewer hubs, limited mentorship and resources, Ubuntu-inspired networks and partnerships can bridge gaps, promoting a culture of collaboration and problem-solving. In learning ecosystems (Tier 3), where there is a lack of active mentorship and funding is scarce, Ubuntu values can facilitate the development of local support networks, aiding in addressing challenges related to funding and talent acquisition. Thus, Ubuntu's adaptability across ecosystem tiers provides digital entrepreneurs with a versatile framework to thrive amidst diverse challenges and opportunities.

These theoretical insights reveal that the principles of Ubuntu, when viewed through institutional theory, social entrepreneurship theory, and social network literature, serve as potent enablers for promoting sustainable digital entrepreneurship in Africa. By aligning digital entrepreneurship with Ubuntu values, entrepreneurs can leverage the strength of cultural capital to navigate challenges and contribute to sustainable economic development.

9. Conclusion

Ubuntu, which is deeply ingrained in African cultures, emphasises the interconnectedness of human relationships. The implications of Ubuntu for digital entrepreneurship in Africa are profound. It promotes a cohesive entrepreneurial ecosystem characterised by collaboration, inclusivity, adaptive resilience, user-centeredness, social responsibility, and community building. In order to achieve sustainable digital entrepreneurship, Ubuntu enablers can be integrated seamlessly with digital entrepreneurship in the following manner:

• Collaboration: Digital entrepreneurs, utilising Ubuntu principles, emphasise mutual support and respect, leveraging shared knowledge and resources.

• Human-centered approach (User-centeredness): Grounded in the principles of Ubuntu, digital entrepreneurs engage in empathy-focused conversations with users, ensuring that solutions align with both individual requirements and broader human values.

• Adaptive Resilience: In the fast-evolving digital world, the Ubuntu resilience principle encourages openness to change and novel ideas and embracing new opportunities.

• Social Responsibility: Ubuntu's compassion-driven ethos offers a blueprint for socially conscious businesses.

• Community Building: Underpinned by Ubuntu's principle of reciprocity, entrepreneurs work towards establishing strong support networks that serve to benefit the larger community.

This philosophy can also bridge digital competency gaps, a recognised barrier to digital entrepreneurship in Africa. Emphasising Ubuntu's foundational principles is key to promoting sustainable digital entrepreneurship ecosystems. By leveraging these enablers, entrepreneurs create collaborative and knowledge-sharing environments that lead to both their individual successes and positive societal impacts.

From the management point of view, digital entrepreneurship in emerging African markets serves as a transformative force. To remain competitive, managers must embrace the potential of digital technology and incorporate it into their primary business operations. This involves more than just adopting new technology; it necessitates a paradigm shift that emphasises collaboration over control of resources. Embracing the Ubuntu enablers allows digital entrepreneurs to develop robust social networks, thereby enhancing their chances of success. In this context, managers act as catalysts, capable of promoting inclusive and sustainable ecosystems by removing obstacles and championing these enablers. Working together, they can promote the growth of sustainable digital entrepreneurship in Africa, which ultimately contributes to the betterment of society.

10. Limitations and Future Directions

While this study underscores the alignment between Ubuntu principles and digital entrepreneurship characteristics, it has several limitations that should be acknowledged. First, this research mainly focuses on the conceptual analysis of Ubuntu and its relevance to digital entrepreneurship without exploring specific case studies or empirical data. Future studies could employ qualitative or quantitative research methods to investigate the practical implementation of Ubuntu principles in digital entrepreneurial contexts and to measure their impact on business outcomes and societal well-being.

Another limitation is the generalisability of the findings. This study primarily examines the principles of Ubuntu within the context of digital entrepreneurship without taking into consideration cultural nuances peculiar to African countries. The applicability and efficacy of Ubuntu values in entrepreneurial practices may differ across various cultural and geographical contexts. Africa is a continent comprising diverse cultures and peoples, therefore, it is crucial to take into account the cultural context of different nations when applying certain Ubuntu recommendations. Future research could explore how cultural factors and regional variations influence the integration and effectiveness of Ubuntu principles in digital entrepreneurial ecosystems. Additionally, this study emphasises the significance of Ubuntu enablers and Ubuntu-like constraints in the realisation of the characteristics of digital entrepreneurship. However, further research is required to identify specific strategies and interventions that can address these constraints and enhance the enablers. Future studies could focus on the development of practical frameworks or guidelines for entrepreneurs and policymakers to effectively navigate and overcome these challenges.

Although this study acknowledges the need for entrepreneurs to acquire specific skills and competencies to succeed in the digital landscape, it does not explore the specific nature of these skills or provide sufficient guidance for their development. Future research could examine the specific skill sets required for digital entrepreneurship within the Ubuntu framework and investigate the most effective approaches for the development of these skills through training, education, or mentorship programs. By resolving these limitations and exploring suggested future directions, researchers can deepen the understanding of the integration of Ubuntu principles into digital entrepreneurship and provide valuable insights for entrepreneurs, policymakers, and educators seeking to propagate inclusive and sustainable entrepreneurial ecosystems.

Furthermore, it is essential to recognise that cultural diversity across Africa presents a broad spectrum of resource-scarce challenges that can hinder digital entrepreneurship as well as limit its application across diverse African contexts. These challenges should be carefully considered when integrating Ubuntu values into an entrepreneurial landscape. Given the regional nuances in African digital entrepreneurship and potential variations across countries, future studies should further explore this aspect. Research on the integration of Ubuntu values into digital entrepreneurship could benefit from case studies and comparative analyses of digital entrepreneurship ecosystems in specific African regions or countries. Such research could highlight the unique challenges experienced and enablers deployed by digital entrepreneurs in various contexts. Importantly, identifying region-specific Ubuntu-inspired strategies to boost sustainable digital entrepreneurship will be valuable. Through exploration of these context-specific challenges and opportunities, researchers can offer a more detailed understanding of how Ubuntu values can facilitate digital entrepreneurial initiatives across Africa.

Acknowledgement

I would like to express my appreciation to Isaiah Adisa and Dr Olaniyi Evans for their invaluable suggestions and input, which improved this work. I also want to thank the Special Issue Editor for the invaluable advice throughout the process.

Disclosure Statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Ogechi Adeola

Ogechi Adeola is Professor of Marketing and Deputy Vice-Chancellor (Academic) at University of Kigali, Rwanda. Her research has been published in top journals such as the Journal of International Business Studies, Annals of Tourism Research, Tourism Management, Journal of Business Research, Industrial Marketing Management, Psychology and Marketing, and International Marketing Review. Her co-authored papers won Best Paper Awards at international conferences from 2016-2019 consecutively, and she received the prestigious Emerald Literati Award for Outstanding Paper in 2022. In 2024, she was honoured with the Most Influential Women 2024 Sustainability Award by the World Association for Sustainable Development (WASD) for her contributions to women’s empowerment and sustainable development. Her current research focuses on marketing, strategy, tourism, and gender studies, with a particular emphasis on projecting a positive image of Africa.