'Smart-Strategy': how smartphone usage in an emerging market shifts the dynamics of strategy creation

With the M-PESA revolution in Kenya, literature on the impact of phone penetration in Africa has risen. Scholars have emphasised phone penetration in emerging countries in relation to financial inclusion, health, inequality,... [ view full abstract ]

With the M-PESA revolution in Kenya, literature on the impact of phone penetration in Africa has risen. Scholars have emphasised phone penetration in emerging countries in relation to financial inclusion, health, inequality, and empowerment among other topics. I build on research within Strategy-As-Practice. This paper addresses the role of smartphones in the multilevel marketing company Oriflame in Nigeria through a multi-methods case study in a different light. I analyse the role of the smartphone in strategy mobilization: I show that smartphones are employed by Oriflame consultants for operational purposes, to facilitate collaboration, as an emotional valve, to empower consultants, to increase trustworthiness, to motivate consultants, as well as for recruitment purposes. I  demonstrate that the use of smartphones for these purposes create structures – routines, hierarchies, and changed identities– that guide Oriflame’s operation. These structures are not static. They constantly change and through this dynamic process, new strategies are created.