Table 1 Illustrative examples of AI... | Emerald Publishing

Table 1

Illustrative examples of AI bricolage and dynamic capabilities among informal microenterprises

Name of enterprise	Overview of activities	AI applications	Bricolage in context	Dynamic capabilities in action
Healthcare Multimedia Services	This business provides multimedia tools and digital solutions to enhance healthcare services, focusing on patient education, professional training and operational efficiencies. Operating in resource-constrained settings, it bridges gaps in access to advanced healthcare infrastructure	AI-powered tools are used to personalise content, such as interactive simulations for patient engagement and professional training modules. The business also uses AR and VR for virtual consultations and hands-on training for healthcare workers	Exemplifies bricolage by repurposing accessible digital tools like smartphones and basic AR applications to address gaps in healthcare services. While the AI systems are not fully integrated, they creatively leverage existing resources to enhance service delivery and adapt to evolving healthcare needs	Demonstrates dynamic capability by identifying gaps in healthcare services, such as the need for improved patient education, and responding with a unique combination of readily available digital tools. These actions lead to a strategic shift in the company’s resource base, thereby enhancing its ability to recognise evolving patient needs, leverage technological opportunities and refine service delivery methods. This responsiveness and resourcefulness exemplifies the essence of dynamic capability.
Lagos and Abuja, Nigeria
Age: 6 years
Employees: 4
Market Research Services	Microenterprise delivering insights and analytics to businesses in emerging markets. It focuses on understanding market trends, consumer behaviour and competitive landscapes to inform business strategies	AI tools, including machine learning and predictive analytics, are used to interpret large datasets and forecast trends, providing actionable insights for clients	Employs bricolage by integrating free and low-cost data analytics platforms and leveraging widely available digital resources. For example, simple tools for visualisation and predictive modelling are recombined with local market data to create customised insights. This approach allows them to operate effectively without requiring high-end proprietary AI systems	Exemplifies dynamic capability by using a resourceful approach that integrates low-cost, widely available data analytics tools rather than relying solely on expensive proprietary AI systems. For instance, they combine basic visualisation platforms with local market data and simple predictive AI modelling solutions to produce tailored insights. This method enables the company to adapt its analytical processes quickly and effectively, ensuring responsive decision-making in a constantly evolving marketplace
Virtual Online in Lagos, Nigeria
Age: 5 years
Employee: 2
Fashion Tech Innovations	Focuses on integrating technology into fashion design, manufacturing and retail. It supports e-commerce platforms, garment customisation and enhanced customer experiences	AI is used for virtual fitting rooms, customer preference prediction and inventory optimisation. Machine learning algorithms process data from customer interactions to tailor shopping experiences and forecast demand	Applies bricolage by combining free or affordable digital tools, such as open-source AI frameworks, with existing e-commerce systems. Virtual fitting rooms leverage basic AR features integrated into low-cost apps, enabling enhanced customer interaction without substantial technological investment	Reflects dynamic capability by absorbing external knowledge about emerging technologies and their competitive potential, then strategically selecting AI tools and processes to gain a unique edge. This approach fosters innovations like virtual fitting rooms, preference prediction and inventory optimisation, ensuring continuous improvement and responsiveness to evolving consumer needs
Lagos, Nigeria
Age: 4 years
Employee: 4

Name of enterprise	Overview of activities	AI applications	Bricolage in context	Dynamic capabilities in action
Healthcare Multimedia Services	This business provides multimedia tools and digital solutions to enhance healthcare services, focusing on patient education, professional training and operational efficiencies. Operating in resource-constrained settings, it bridges gaps in access to advanced healthcare infrastructure	AI-powered tools are used to personalise content, such as interactive simulations for patient engagement and professional training modules. The business also uses AR and VR for virtual consultations and hands-on training for healthcare workers	Exemplifies bricolage by repurposing accessible digital tools like smartphones and basic AR applications to address gaps in healthcare services. While the AI systems are not fully integrated, they creatively leverage existing resources to enhance service delivery and adapt to evolving healthcare needs	Demonstrates dynamic capability by identifying gaps in healthcare services, such as the need for improved patient education, and responding with a unique combination of readily available digital tools. These actions lead to a strategic shift in the company’s resource base, thereby enhancing its ability to recognise evolving patient needs, leverage technological opportunities and refine service delivery methods. This responsiveness and resourcefulness exemplifies the essence of dynamic capability.
Lagos and Abuja, Nigeria
Age: 6 years
Employees: 4
Market Research Services	Microenterprise delivering insights and analytics to businesses in emerging markets. It focuses on understanding market trends, consumer behaviour and competitive landscapes to inform business strategies	AI tools, including machine learning and predictive analytics, are used to interpret large datasets and forecast trends, providing actionable insights for clients	Employs bricolage by integrating free and low-cost data analytics platforms and leveraging widely available digital resources. For example, simple tools for visualisation and predictive modelling are recombined with local market data to create customised insights. This approach allows them to operate effectively without requiring high-end proprietary AI systems	Exemplifies dynamic capability by using a resourceful approach that integrates low-cost, widely available data analytics tools rather than relying solely on expensive proprietary AI systems. For instance, they combine basic visualisation platforms with local market data and simple predictive AI modelling solutions to produce tailored insights. This method enables the company to adapt its analytical processes quickly and effectively, ensuring responsive decision-making in a constantly evolving marketplace
Virtual Online in Lagos, Nigeria
Age: 5 years
Employee: 2
Fashion Tech Innovations	Focuses on integrating technology into fashion design, manufacturing and retail. It supports e-commerce platforms, garment customisation and enhanced customer experiences	AI is used for virtual fitting rooms, customer preference prediction and inventory optimisation. Machine learning algorithms process data from customer interactions to tailor shopping experiences and forecast demand	Applies bricolage by combining free or affordable digital tools, such as open-source AI frameworks, with existing e-commerce systems. Virtual fitting rooms leverage basic AR features integrated into low-cost apps, enabling enhanced customer interaction without substantial technological investment	Reflects dynamic capability by absorbing external knowledge about emerging technologies and their competitive potential, then strategically selecting AI tools and processes to gain a unique edge. This approach fosters innovations like virtual fitting rooms, preference prediction and inventory optimisation, ensuring continuous improvement and responsiveness to evolving consumer needs
Lagos, Nigeria
Age: 4 years
Employee: 4