Economic and regulatory drivers of consumer-centric product innovation: A case study of Chinese smartphones in Nigeria

Abstract

This study addresses the problems of market exclusion and the digital divide in Nigeria by examining the smartphone innovation dynamics of Chinese companies, aiming to map consumer-centric adaptation and recommend an integrated framework for sustainable product development in emerging economies. The Disruptive Innovation Theory, Triple Helix Model, and frugal innovation principles were the theoretical frameworks used in the study, which employed a quantitative survey method based on data from 420 Nigerian respondents and 10 in-depth interviews with key industry stakeholders. Market disruption advantage (β = 0.265) and product adaptation strategies (β = 0.287) turned out to be substantial drivers of innovation performance which signified the need for consumer-oriented and localized product designs. The paper proposes an integration of Disruptive Innovation Theory with modern frugal innovation and responsible disruption frameworks, as it addresses both the sustainability imperatives and data sovereignty issues. The study goes beyond previous research by pointing out that localization strategies not only support digital inclusion but also increase the risk of data privacy in the contexts of Anglophone West Africa. The researchers argue that innovation in emerging countries, particularly in Nigeria, can only thrive if local contexts, informal networks, data sovereignty, and regulatory constraints are considered. The results are far-reaching and apply to both the government and the business sectors, highlighting the importance of tiered regulatory frameworks, data localization mandates, and stronger links between formal institutions and grassroots innovation networks. This study, which emphasizes the necessity of two-way knowledge flows and cultural immersion in product development, not only provides context-specific insights for Anglophone West Africa but also contributes to broader discussions of digital colonialism and technology governance.

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