(University of the Witwatersrand, Johannesburg, 2023) Bohloa, Reeme
Purpose – This study examines the factors influencing the adoption of lean startup principles by product teams in South African Fintechs
Design/methodology/approach – Leveraging literature, the research proposes a conceptual framework that suggests six hypotheses. The hypotheses are empirically validated by applying partial least squares structural equation modeling (PLS-SEM) on survey data obtained from a survey that had 52 responses.
Findings – The results partially support the hypotheses and supports that Relative advantage has a positive relationship to Usefulness and that the Influence of Industry Peers has a positive relationship to Attitude.
Originality/value – The study is contributing towards research in a relatively new but rapidly growing industry in South Africa (Fintech).
Keywords - Lean startup, Fintechs, Product teams, Innovation, Build-measure- learn, Partial least squares
Paper type – Research paper
