Nurturing the digital transformation aspirations of micro-businesses in Nigeria: A strategy formulation approach using photo-elicitation

Micro businesses in developing countries are increasingly adopting digital technologies to improve their operations and competitiveness. However, the process of digital transformation is unstructured, lacking a clear strategy. In countries like Nigeria, micro businesses play a critical role in the economy, therefore it is important to consider a structured approach to support micro business digital transformation (mbDT) aspirations, to ensure that they can fully benefit from the advantages that technology can bring. This study proposed a strategy formulation approach for mbDT using the photo-elicitation technique and in-depth interviews. In this study, 18 micro business owners in Nigeria were interviewed using photographs to gather insights on their perspective of digital transformation. This approach helped researchers to gain a deeper understanding of the challenges faced by these businesses and to develop strategies that are tailored to their specific needs. The analysis of the pictures and interview data revealed the figurative meaning of digital transformation and what it represents. Key contributions of the study are twofold: first, it communicates digital transformation in metaphors, in a way that aligns with the social structure of micro-businesses, taking into account language, experience, and level of literacy. Second, it proposed an inclusive and tailored approach to strategy formulation, addressing the barriers faced by micro businesses. These contributions will help to foster a culture of innovation and experimentation among micro businesses in Nigeria, encouraging them to explore new digital technologies and business models, identify new opportunities and remain competitive in the ever-changing digital landscape.