Digital entrepreneurship and indigenous value systems: An Ubuntu perspective

This paper investigates the embeddedness of digital entrepreneurship in entrepreneurs' indigenous value system by examining influence ‘Ubuntu’ on activities South African context. We do so through an interpretive field study two innovation clusters Africa. Our findings reveal Ubuntu as basis a community orientation to that offers alternative prevalent heroic view which narratives are centred around individual entrepreneur(s). They also highlight tensions faced entrepreneurs they attempt uphold values humility, reciprocity, and benevolence while operating competitive fast-paced environment. In addition, our indicates way draw their is dynamic, giving rise what we call Ubuntu, reflecting reworking into increasingly reality. The concept brings light how can become entangled with capabilities technologies highlights need for perspectives advance understanding diversity phenomena, such entrepreneurship, across cultural contexts.