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

Abstract

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.