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Institutional Entrepreneurship in African Fintech explores how technology ventures build legitimacy, navigate institutional voids, and sustain growth in Africa s fast-evolving financial landscape.
Blending scholarly insight with practical application, it introduces the Change Readiness Framework, which highlights three essential entrepreneurial capabilities Customer Orientation, Collectivism, and Commitment to Impact and seven corresponding pillars of institutional entrepreneurship. Together, these elements offer a grounded model for understanding how African innovators transform fragmented systems into functional markets.
Drawing on original fieldwork and case studies across the continent, the book bridges academic rigor and practical relevance, offering scholars, entrepreneurs, investors and policymakers a blueprint for studying, building and funding trustworthy, scalable, and socially grounded innovation ecosystems.
List of contents
1. Introduction.- PART I: THE CHALLENGES.- 2. The fintech revolution in Africa - a crisis of survival. 3. The legitimacy gap - barriers to fintech adoption in Africa.- 4. How change readiness enables institutional entrepreneurship.- PART II: THE PRACTICES.- 5. From TAM to TAV - The theory of values-based opportunity recognition.- 6. From MVP to MTP - Trust-centred product development in low-trust markets.- 7. From Message to Proof - Why brand is not what you say, but what you do.- 8. From performance marketing to trust channels - Outcome-verified marketing in African fintech.- 9. From delight to due process - Process-backed customer experience in African fintech.- 10. From fit to posture - Culture-grounded team building in African fintech.- 11. From Value to Values - Legitimacy-led strategic partnerships in African fintech.- 12. From blitzscaling to belonging - Conscientious growth strategy in African fintech.- 13. Access is architecture, not accident - institutional access as justice in African fintech.- 14. From scale to skill - Capacity development and talent in African fintech.- PART III: THE HORIZONS.- 15. From speed to strategic readiness - Forecasting the future of African fintech.- 16. From compliance burden to strategic asset - Policy foresight in African fintech.- 17. From black box to glass box - Ethics-anchored AI in African fintech.- 18. From global playbook to local compass - Authentic global adaptation in African fintech.- 19. From investor readiness to change readiness: Institutional Entrepreneurship in African fintech.
About the author
Glory Enyinnaya
is the Academic Director of the Institutional Growth Initiative at Pan-Atlantic University, Nigeria, where she also teaches e-commerce and platform strategy, innovation, and startups. A former consultant with Accenture and Ernst & Young, she is the Founder of Kleos Advisory Africa, a strategy consulting firm focused on entrepreneurial ecosystems. Her research, published in the
Harvard Business Review
, explores the role of entrepreneurs as society’s change agents and proposes strategies for achieving legitimacy, innovation adoption, and sustainable growth.
Summary
Institutional Entrepreneurship in African Fintech
explores how technology ventures build legitimacy, navigate institutional voids, and sustain growth in Africa’s fast-evolving financial landscape.
Blending scholarly insight with practical application, it introduces the Change Readiness Framework, which highlights three essential entrepreneurial capabilities—Customer Orientation, Collectivism, and Commitment to Impact—and seven corresponding pillars of institutional entrepreneurship. Together, these elements offer a grounded model for understanding how African innovators transform fragmented systems into functional markets.
Drawing on original fieldwork and case studies across the continent, the book bridges academic rigor and practical relevance, offering scholars, entrepreneurs, investors and policymakers a blueprint for studying, building and funding trustworthy, scalable, and socially grounded innovation ecosystems.
