Exploring South African entrepreneurs leveraging technology for innovation and growth

Abstract

This qualitative study explores the drivers, challenges, and external enablers influencing how Soth African SMMEs adopt technologies such as cloud computing, artificial intelligence (AI), and mobile applications to support innovation and growth. Guided by the Resource-Based View (RBV) and Diffusion of Innovation (DOI) theory, the study investigates, what motivates technology adoption, what challenges are encountered, and how external factors such as support services and infrastructure influence the adoption process. Through thematic analysis of in-depth interviews, the study finds that while technology enhances efficiency and scalability, its uptake is often constrained by financial limitations, digital skills gaps, and limited institutional support. The study recommends targeted policy interventions, improved access to funding, and practical skills development to support SMMEs digital transformation.