Creating value for whom? digitisation and governance practices of non-traditional export firms in Africa

The Non-Traditional Export (NTE) sector promises to be the antidote to Africa’s economic woes in the face of dwindling traditional exports. Adopting the Porters Value Chain Framework (PVCF) and a case study design, we explore how alcoholic beverage companies in the African NTE sector could create value in their upstream, midstream, and downstream value chain activities through effective governance and digitisation. In exploring these intricacies of governance and digitisation within African GVCs, we draw on two major case studies, Diageo South Africa and Kasapreko Ghana Limited. Our study shows that the NTE sector can contribute to both economic and social upgrading activities, contribute to industrialisation and create international competitiveness for African firms. Secondly, GVC governance and digitisation, even though still at its infant stages in Africa, has the potential in propelling economic value through the NTE sector.