Toward a conceptual framework explaining the strategic factors responsible for mobile product innovation success in an emerging African market

Abstract This study investigates and then develops a conceptual framework explaining the strategic factors responsible for mobile product innovations success in an emerging market. Our methodology is based on a qualitative case study research design approach using grounded theory concerning Safaricom's organization and product innovations in East African markets and Kenya in particular. We find that Safaricom's innovation success stems from a combination of four winning strategic factors: continuous innovation, reconfiguration and repositioning of failed innovations, elevation of key successful innovation into strategic assets, and combination of strategic assets into a prime business ecosystem. We integrate these strategies to form the Mobile Technology Innovation Cycle as a contribution to product innovation theory and practice.