DIGITAL GLOCALIZATION AND BUSINESS GROWTH: THE HEETCH PLATFORM AS A CATALYST FOR DIGITAL TRANSFORMATION OF SMES IN ANGOLA (2022-2024)
DOI:
https://doi.org/10.63330/sasciencesv6n2-058Keywords:
Angola, Digital Economy, Digital Glocalization, Digital Platforms, Digital Transformation, Heetch, Small and Medium EnterprisesAbstract
This study analyzes the phenomenon of digital glocalization as a vector of business transformation in emerging African economies, using the Heetch platform in the Angolan market from 2022 to 2024 as a case study. The concept of digital glocalization, understood as the contextualized adaptation of global technologies to the specificities of local markets, constitutes the central theoretical axis of this article. The research adopted a mixed methodological approach, combining structured questionnaires (n=115), semi-structured interviews (n=20) and documentary analysis. The results show that the Heetch platform effectively functioned as a catalyst for the growth of Small and Medium Enterprises (SMEs), with 71.3% of driver-partners reporting an average increase of 35% in monthly income after joining. Multiple linear regression analysis identified time on platform (β=0.42; p<0.001), use of digital payment (β=0.31; p<0.01) and participation in training (β=0.28; p<0.05) as significant predictors of income growth. It was also found that 76.5% of participants perceived an increase in business competitiveness, notably for geolocation systems (mean 4.3/5) and rating systems (mean 4.1/5). The study contributes to the body of theory on the digital economy in African contexts, demonstrating that the success of digital platforms in emerging markets depends decisively on their ability to adapt to local socioeconomic, infrastructural and cultural realities.
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