Effective Digitalisation of Export Promotion Initiatives by the South African Public Sector

Abstract

The South African government’s export promotion initiatives are currently not operating at their full potential, seemingly hindered by factors such as inadequate digitalisation of export promotion services, including the limited use of digital tools like online trade portals and virtual communication platforms. This qualitative research employs a case study approach to investigate this issue, focusing on the Department of Trade, Industry, and Competition (the dtic). The study is underpinned by the Technology Fallacy theory, which highlights the interplay between technology adoption and organisational dynamics. Purposive sampling was employed to recruit 17 participants, including internal senior managers, non-management employees, exporters, and industry experts. Data was gathered through triangulation using semi-structured interviews and observations, which were analysed using a thematic analysis approach. The findings reveal that while existing export promotion instruments, such as the Export Marketing and Investment Assistance (EMIA) scheme, are effective, the lag in digitalisation within export promotion services has introduced inefficiencies, reducing their overall utility. Participants expressed an apparent need, expectation, and demand for greater automation and modernisation of digital tools. The study concludes with the recommendation of a high-level roadmap (amongst others) to propel digitalisation efforts in export promotion, fostering enhanced efficiency, global competitiveness, and economic growth within the public sector.