INSTITUTIONAL VOIDS AND BUSINESS MODEL INNOVATION IN AFRICA: THE ROLE OF NONMARKET STRATEGY

Augustine Awuah Peprah, Tahiru Azaaviele Liedong

Research output: Contribution to conferencePaperpeer-review

Abstract

In this study, we investigate how multinational firms leverage nonmarket strategy to innovate their business models in institutionally challenging contexts. Using data from Jumia, Africa's largest e-commerce multinational firm, we identify the institutional voids that constrain e-commerce and unpack the process through which the firm innovated its business model accordingly. Importantly, we also show that nonmarket strategy complements and paves the way for model innovation, especially in underdeveloped contexts where formal and informal institutional support is required to guarantee the viability of business models that are incompatible with existing institutional conditions.

Original languageEnglish
DOIs
Publication statusPublished - 1 Aug 2022
Event82nd Annual Meeting of the Academy of Management 2022: A Hybrid Experience, AOM 2022 - Seattle, USA United States
Duration: 5 Aug 20229 Aug 2022

Conference

Conference82nd Annual Meeting of the Academy of Management 2022: A Hybrid Experience, AOM 2022
Country/TerritoryUSA United States
CitySeattle
Period5/08/229/08/22

ASJC Scopus subject areas

  • Management Information Systems
  • Industrial relations
  • Management of Technology and Innovation

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