Chapter 6: Disruptive Digital Technology Adoption: Obstructions and Opportunities for African Family Entrepreneurs

In industrialised economies, frugal innovation is increasingly becoming a strategic business requirement due to consumer demand for high-quality, reasonably priced and sustainable products. The present-day corporate leaders cannot afford to overlook this paradigm change. Frugal innovation enterprises are better positioned to overcome technological, financial, social and infrastructure constraints in emerging economies. However, little is known about how different actors and decision-makers perceive the challenges faced by family entrepreneurs in digitalising their entrepreneurial activities. Thus, this chapter aims to articulate the opportunities that can be potentially created for African family entrepreneurs and some challenges that can be anticipated when adopting disruptive digital technologies in their business enterprises. Using the social cognitive theory (SCT), interpretivism philosophy was adopted in this study. The authors utilised the interview guide to explore, probe and ask questions that addressed the objectives of the study. Snowball sampling was chosen for qualitative data collection, and the data were thematically presented. The population of the study was made up of family entrepreneurs in Harare Metropolitan Province in Zimbabwe; the saturation level determined the sample size. Twenty (20) participants were interviewed, as guided by the saturation point. A thematic approach was used to analyse participant's feedback. This study filled a critical gap considering that few studies have so far been conducted in this emerging area of family entrepreneurship. The chapter also highlights the opportunities that adoption of digital technologies can potentially unlock for African family entrepreneurs, once the identified obstructions have been successfully addressed.