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Digital Service Delivery in Africa pp 205–228Cite as

Palgrave Macmillan

Strategy in Digital Business—The East African Perspective

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Part of the Palgrave Studies of Marketing in Emerging Economies book series (PSMEE)

Abstract

Digitalisation as a strategy has become a necessity for contemporary organisations. This chapter provides a perspective of how strategy in digital business in East Africa is employed. The chapter uses Mckinsey 7S model as its basis and draws a parallel with the traditional strategy processes whose activities are focused on a firm’s mission and vision. It addresses the following issues: influence of digitalisation on business strategy under the existing marketing sector; digital value creation on marketing activities; the role of digital business framework; the challenges of digital business framework; and the importance of competitiveness in today’s digitalised business environment. It provides recommendations on how organisations can utilise digital technologies to sustain and improve their market position and deliver optimal services to their stakeholders.

Keywords

  • Digital business
  • McKinsey Model
  • East Africa
  • Strategy
  • Digitisation
  • Digitalisation

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Author information

Authors and Affiliations

  1. United States International University-Africa, Nairobi, Kenya

    Paul Katuse

  2. Chandaria School of Business, United States International University-Africa, Nairobi, Kenya

    Paul Katuse

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  1. Paul Katuse
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Editor information

Editors and Affiliations

  1. Lagos Business School, Lagos, Nigeria

    Ogechi Adeola

  2. Kedge Business School, Marseilles, France

    Jude N. Edeh

  3. University of Ghana Business School, University of Ghana, Accra, Ghana

    Robert E. Hinson

  4. Durban University of Technology, Durban, South Africa

    Fulufhelo Netswera

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Katuse, P. (2022). Strategy in Digital Business—The East African Perspective. In: Adeola, O., Edeh, J.N., Hinson, R.E., Netswera, F. (eds) Digital Service Delivery in Africa. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-83909-3_9

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