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Innovation has been discerned as a catalyst that enables firms to remain relevant and sustainable. In recent years, the innovation discipline has been extended to the informal sector. Nonetheless, to date little is known about the process that is followed by informal micro-enterprises to execute innovation activity in each innovation phase. Thus, this study sought to establish an understanding of the process that is followed by informal micro-enterprises to execute innovation activity in each innovation phase. The study adopted a mixed-methods research design to sequentially collect and analyze quantitative and qualitative data from informal micro-enterprises that are based in the townships of the Gauteng province. The study revealed that credible customer assemblies are used to acquire knowledge and information necessary to execute innovation activity and to test innovations before they are launched in the market …