Strategies for Sustaining Small and Medium-sized Enterprises in the ICT Industry: A Qualitative Case Study in South Africa

Introduction: This study explores the strategies employed by small and medium-sized enterprise (SME) leaders in the information communication technology (ICT) industry to sustain their business performance beyond five years. SMMEs are crucial for economic growth and job creation, yet many fail within their initial years of operation.
Theoretical Framework: The study is grounded in dynamic capabilities theory and aims to provide insights into the practices that contribute to SMME longevity.
Context: The study is conducted in South Africa and involves three SMME leaders in the ICT industry who have successfully sustained their businesses beyond five years.
Methods: Using a case study within the interpretivist paradigm, data was collected through semi-structured interviews and documents review. Thematic analysis was employed using the COSTAQDA to analyze performance of review articles, documents and interview data.

Findings: The findings of the study reveal three key themes: innovation, organizational learning, and technology integration. These themes highlight the strategies employed by SMME leaders to improve their financial performance and ensure the long-term sustainability of their businesses.

Discussion: The implications of this study for positive social change are significant. SMME owners, both current and future, can utilize the identified strategies to enhance their business agility, satisfy existing customers, and attract new customers. This, in turn, can contribute to the growth and survival of SMMEs, subsequently improving the local economy by creating more job opportunities and alleviating poverty.

Conclusion: This study emphasizes the importance of innovation, organizational learning, and technology integration as effective strategies for sustaining SMMEs in the ICT industry. By adopting these strategies, SMME leaders can improve their business performance and contribute to economic growth and job creation.