Nnamdi Madichie
Nnamdi Azikiwe University, Awka, Nigeria, Unizik Business School, Department Member
- Abertay University, Dundee Business School, Faculty Memberadd
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- Nnamdi Madichie is Professor of Marketing & Entrepreneurship at the University of Kigali, Rwanda. He is also Research... moreNnamdi Madichie is Professor of Marketing & Entrepreneurship at the University of Kigali, Rwanda. He is also Research Fellow at the Bloomsbury Institute London. Professor Madichie is a Fellow of the Chartered Institute of Marketing (FCIM), Fellow of the Chartered Management Institute (FCMI), and Senior Fellow of the Higher Education Academy, England & Wales (SfHEA).edit
Established on May 28, 1975, in Lagos, Nigeria, the Economic Community of West African States (ECOWAS) aims to promote unity and economic cooperation among West African nations. Headquartered in Abuja, Nigeria, ECOWAS was founded to... more
Established on May 28, 1975, in Lagos, Nigeria, the Economic Community of West African States (ECOWAS) aims to promote unity and economic cooperation among West African nations. Headquartered in Abuja, Nigeria, ECOWAS was founded to create a significant trade bloc among its member states, fostering collective self-sufficiency and enhancing economic cooperation. This regional organization comprises 15 countries, including Benin, Burkina Faso,*
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This book is intended for those business owners who cultivate such an inner desire to grow their businesses and to use the results of their efforts to make a real difference in their own lives and those of hundreds or even thousands of... more
This book is intended for those business owners who cultivate such an inner desire to grow their businesses and to use the results of their efforts to make a real difference in their own lives and those of hundreds or even thousands of people within and outside Africa. It narrates the stories of those Africans who have successfully grown their businesses and have made notable contributions to society as businesspeople. It also provides guidelines that can help them succeed and offers insights into some of the challenges that they are likely to face.
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Purpose The purpose of this paper is to investigate the need for a Strategic Workforce Plan (SWP) in a public sector organization (PSO) confronting an ageing workforce situation. Design/methodology/approach The study is based upon an... more
Purpose The purpose of this paper is to investigate the need for a Strategic Workforce Plan (SWP) in a public sector organization (PSO) confronting an ageing workforce situation. Design/methodology/approach The study is based upon an action research protocol with a view to initiating change through SWP developed in-house at a PSO that is arguably the custodian of workplace diversity. Findings The findings reveal a general consensus on the ageing workforce challenges at the PSO requiring the need to revisit the status quo on the recruitment and retention strategies as well as succession planning and talent management practices within the organization. Research limitations/implications The study highlights the case of a PSO that has set about addressing the workplace demographic challenge by involving employees to become more reflexive in their engagement within the organization, which serves the dual purpose of “custodian” and “role model” for the country. Originality/value The challenge of an ageing workforce is not common occurrence in developing countries such as Kenya. However the manifestations of this unusual occurrence, and attempts to “nip things in the bud”, using an internally generated SWP with a view to changing the status quo is a demonstration of organizational learning and employee buy-in.
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Dear Professor Okoe Amartey, thanks for availing yourself for this interview considering the current ongoing crisis and the implications for Universities in Africa. AJBER: May I start by asking you a few questions regarding the background... more
Dear Professor Okoe Amartey, thanks for availing yourself for this interview considering the current ongoing crisis and the implications for Universities in Africa. AJBER: May I start by asking you a few questions regarding the background of the University of Professional Studies (including its launch year, gaps in the markets and the challenges).
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As the instability in the South China Sea rages on, Pyongyang defies the United Nations (UN), China chastises its enfant terrible protege, South Korea instigates an emergency UN session on the subject, other events have taken the world by... more
As the instability in the South China Sea rages on, Pyongyang defies the United Nations (UN), China chastises its enfant terrible protege, South Korea instigates an emergency UN session on the subject, other events have taken the world by storm. “Oppan Gangnam style”, which translates into 'I live Gangnam Style, is a pop sensation by an artist named PSY (real name Park Jae-Sang) making fun of the extravagant lifestyle of the residents of Gangnam (a Seoul neighbourhood where he was raised). Apart from going viral on the Internet, television, technology platforms (robotics, apps and video games); sports (association football, Cricket, national football League); parodies and reaction videos (in China, Europe, the Middle East, US); flashmobs and folk culture (in France, Italy) and politics (UK royalty and Cabinet, US presidency, UN Secretariat), the music video has also been shared by celebrities including Hollywood actor Tom Cruise. The signature move in Gangnam Style has been described as the “invisible horse dance because it mimics a bouncing/riding movement with hand gestures of alternating holding reins and lassoing.” This exploratory paper attempts to conceptualise the man (PSY) and his music (Oppan Gangnam Style) in the light of four streams of literature – entrepreneurship; place marketing; pop culture; and multicultural marketing.
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This study is primarily an exploration of opportunities and challenges in the sustainability of business relationships between the Middle East (ME) and Sub-Saharan Africa (SSA). Observations are made from sectors including retail... more
This study is primarily an exploration of opportunities and challenges in the sustainability of business relationships between the Middle East (ME) and Sub-Saharan Africa (SSA). Observations are made from sectors including retail (Madichie and Abubakar, 2012; Madichie and Blythe, 2011), mobile telecoms (Madichie, 2011), and sports (Madichie, 2013a; 2013b), with a view to understanding developments in higher education (see Madichie and Kolo, 2013) in the MESSA (acronym). The study consequently argues that the need for education across all levels is contingent upon sustainable development – and notably so in the context of forging sustainable development through the prism of higher education in the MESSA and the rest of the developing world.
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Purpose This study aims to reflect on the extent to which research approaches need to be deconstructed and re-imagined towards developing inclusive knowledge and non-extractive research approaches from a Global South perspective.... more
Purpose This study aims to reflect on the extent to which research approaches need to be deconstructed and re-imagined towards developing inclusive knowledge and non-extractive research approaches from a Global South perspective. Design/methodology/approach Conceptually, integrating the methodological logic and strategy of community-based participatory research (CBPR) and a postcolonial paradigm of decolonising research, this study proposes a research process that engages cultural diversity and an inclusive environment. CBPR approach enables involving, informing and consulting Indigenous communities in espousing theoretical approaches and giving voice to marginalised groups. Findings This study answers pertinent questions on what “decolonising” means and how to decolonise research by developing a model of culturally inclusive research approaches. This study ultimately posits that colonialism dominates research and limits knowledge transmission among Indigenous research ideologies. Research limitations/implications In recent years, the world has witnessed major socio-political protests that challenges systemic racism and the role of education and institutions in perpetuating racial inequality. This study advocates that researchers consider integrating communities in the designing, conducting, gathering of data, analysing, interpreting and reporting research. Practical implications This study advocates knowledge creation through research that considers integrating the voices of Indigenous communities in the design, analysis, interpretation and reporting of research protocols. Originality/value In the light of anticolonial thought, decolonising research approaches provides a means for a radical change in research ethics protocol. A model of culturally inclusive research approach was developed, using the framework of CBPR, decolonising the research approaches comprising 6 Rs (respect, relevance, reciprocity, responsibility, relationships and relationality).
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This study examines the entrepreneurial opportunities for retired officers in the Nigeria military vis-a-vis the challenges faced by these ex-servicemen when engaging in entrepreneurship. Increasingly, senior military officers retire... more
This study examines the entrepreneurial opportunities for retired officers in the Nigeria military vis-a-vis the challenges faced by these ex-servicemen when engaging in entrepreneurship. Increasingly, senior military officers retire young and are progressively taking recourse to the field of entrepreneurship. The attrition rate in terms of failure is suggestively alarming even though dearth in statistical estimate allows only a speculative value. The dominance of the military in the Nigerian political history from 1966 to 1999 led to the evolution of an elite corps within the military with sufficient funds to invest in the economic development of the nation. Despite the successes recorded in the Western world regarding the achievement of the retired military officers in entrepreneurship, the case in Nigeria reflects significant failure among businesses initiated by retired military officers. Apparently, the motivations behind such entrepreneurial projects are neither clearly understood nor linked to any discernible personality traits. This chapter seeks, therefore, to unravel this conundrum of entrepreneurial failure amongst retired military officers with a view to suggesting how their contribution to the economy may be harnessed, and their livelihoods sustained in retirement.
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Objectives - The purpose of this paper is to profile the tourism sector in Ghana taken from the purview of small-to-medium enterprises (SMEs). Prior Work – Scholarly discourse on SMEs in Ghana is scant at worse and fragmented at best.... more
Objectives - The purpose of this paper is to profile the tourism sector in Ghana taken from the purview of small-to-medium enterprises (SMEs). Prior Work – Scholarly discourse on SMEs in Ghana is scant at worse and fragmented at best. Most existing literature is in the manufacturing sector; very little in services; and almost nothing in the tourism sector. Approach – This exploratory study is based on an initial documentary analysis with a view for the development of in-depth case studies of leading SMEs in the Ghanaian tourism sector. Results – The contribution of SMEs to the tourism sector in Ghana has not been duly acknowledged in the literature. However, it is arguable that players in the tourism sector may not have drawn attention to themselves as a result of neither having fully appreciated the range of incentives available to them nor leveraged these. Implications – It is interesting that Ambassador James Victor Gbeho, President of the Commission of the Economic Community of West African State (ECOWAS), opened a three-day West African Business Development Workshop and Exhibition only recently, aimed at promoting market development practices for SMEs to expand their operations in a more integrated West African market. With the theme “Expanding your Business in West Africa: A Strategic Approach”, it remains unclear as to how SMEs in the country have leveraged the opportunity. Value – In their appeal to the investor community, the Ghana Investment Promotion Centre (GIPC) highlighted the availability of a “generous incentive and tax holidays for private investors” in the acknowledgment that “business tourist activities” constituted over half of international tourist arrivals. This paper consequently provides an academic front to the public policy provisions for the development of the Ghanaian tourism sector.
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This study investigated the dialogic potential of a public sector organization’s website and its impact on trade and investment decisions as a precursor to highlighting the influence of marketing communications of a nation’s brand for... more
This study investigated the dialogic potential of a public sector organization’s website and its impact on trade and investment decisions as a precursor to highlighting the influence of marketing communications of a nation’s brand for advancing trade and/or tourism. Drawing upon Kent and Taylor’s dialogic communications framework and the Media Richness Theory (MRT), the study examined the the brand communications potential of the Botswana Investment and Trade Centre (BITC) website. A total of 398 respondents participated in an online survey, and the Partial Least Squares approach was utilized to analyze the data. The results indicate that the dialogic principles of the destination’s trade and investment website have a positive impact on destination awareness, image formation, and trade and investment opportunities. Specifically, destination awareness partially mediates the relationship between the dialogic principles and destination image, and destination image fully mediates the re...
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We examine the extent to which bidders’ stock returns at acquisition announcements reflect the financing needs of the target firm. Using a sample of the United States mergers and acquisitions of a period starts in 1985 and ends in 2012,... more
We examine the extent to which bidders’ stock returns at acquisition announcements reflect the financing needs of the target firm. Using a sample of the United States mergers and acquisitions of a period starts in 1985 and ends in 2012, we find that bidders of financially constrained targets pay lower acquisition premiums and earn higher announcement period cumulative abnormal returns than bidders of unconstrained targets. The lower premium and positive stock market reaction are both sources of value for bidders’ shareholders. Our results contrast the findings of the literature that document an insignificant wealth transfer to bidder shareholders.
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The purpose of our paper is to provide a commentary on the key challenges facing small and medium enterprises (SMEs) in the Sub-Saharan African (SSA) international tourism marketing strategies. The rationale for the paper is that tourism,... more
The purpose of our paper is to provide a commentary on the key challenges facing small and medium enterprises (SMEs) in the Sub-Saharan African (SSA) international tourism marketing strategies. The rationale for the paper is that tourism, both domestic and international, and in all its genres (ecotourism, leisure tourism, medical tourism, etc.) is, and will for the foreseeable future be, a potent force of economic development in SSA at large, and in Ghana in particular. Relying heaving on statistics from the World Tourism Organization, we explore the key sector (i.e. the SME sector) at the forefront of the initiative as a means for starting the debate on how to move the discourse forward. Both policy and international business implications are inferred in our summation.
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The feature of this issue's executive insight is a former student of the editor-in-chief at the University of East London in the UK. As an undergraduate student he was part of a new course launch in 2004/2005 SME marketing which was... more
The feature of this issue's executive insight is a former student of the editor-in-chief at the University of East London in the UK. As an undergraduate student he was part of a new course launch in 2004/2005 SME marketing which was geared towards extending the teaching of marketing to small businesses. He was part of a small class of five students who were the pioneering cohort as the course sought to establish its legitimacy - which it has done having become a core marketing course with over 200 students (see Gbadamosi and Madichie, 2010). The course (or module as it was called at the time) was reliant on an outdated text published in 1995 (Carson et al., 1995) without any instructor resources and perhaps not written as a text but guide book which prompted an entrepreneurial initiative in the form of a custom textbook - drawing upon a range of texts and teaching materials as well as case studies used on the course - dedicated exclusively for SME Marketing students at the University of East London (see Madichie, 2007).
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This study explores the entrepreneurial orientation of Small and medium size enterprises (SME) wood manufacturers in Ghana. Data for the study was obtained through an in-depth interview with the managers of four sampled wood manufacturers... more
This study explores the entrepreneurial orientation of Small and medium size enterprises (SME) wood manufacturers in Ghana. Data for the study was obtained through an in-depth interview with the managers of four sampled wood manufacturers in Accra and Kumasi. Findings from the study indicate a strong relationship between the three dimensions of entrepreneurial orientation and competitive advantage in the furniture industry in Ghana. The study concludes that SME wood manufacturers in Ghana are entrepreneurial - i.e. innovative, risk taking and proactive. However, considering that the market is dynamic the study recommends that firms in this industry should constantly update existing competencies and seek new competencies, in order to have a sustained competitive advantage as well as profitability and growth. This paper evaluates entrepreneurial orientation and firm performance among small and medium enterprises from a developing country perspective.
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While an increasing body of literature progressively proposes that accounting–marketing integration would yield strategic marketing synergies, another stream of literature suggests ineffective accounting–marketing integration. This paper... more
While an increasing body of literature progressively proposes that accounting–marketing integration would yield strategic marketing synergies, another stream of literature suggests ineffective accounting–marketing integration. This paper aims to bridge the dyadic research gap in the optimal business performance arising from the integration of accounting and marketing functions. Based on a survey of 162 responses (with 75 dyads) from accounting and marketing managers in UK financial services organisations, this study identifies departmental differences and boundary fencing as core relational features in this dyad. Despite the perceptual divergences in the accounting–marketing dyad, most respondents perceived an integration of these functions to be an effective tool in their respective organisations. This study illuminates the existence and influence of cultural diversity and boundary fencing behaviour in the accounting–marketing dyad with respect to impasse, accounting–marketing inte...
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Policy communication has become a crucial area of political marketing. Traditional frames of political communication are transformed to meet the changing demands of the political market. This chapter adopts a four-phased comprehensive... more
Policy communication has become a crucial area of political marketing. Traditional frames of political communication are transformed to meet the changing demands of the political market. This chapter adopts a four-phased comprehensive framework of policy brand management to frame marketing-oriented political communication strategies in Africa. The marketing orientation of policy involves applying market research to understand better voters’ needs and craft more effective market segmentation, targeting and positioning of political campaigns. Focusing on three countries, we present a marketing mix framework (i.e. the marketing mix 4Ps: product, price, promotion and place). Evidence shows how political parties use broadcast and narrowcast forms of communications in Ghana, Nigeria and Kenya.
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This paper presents a radical departure from what is now replete, and well documented in the literature - i.e. ‘mom and pop’ shops in European migrant populations. Rather our focus is on budding returnee migrants, and transnational... more
This paper presents a radical departure from what is now replete, and well documented in the literature - i.e. ‘mom and pop’ shops in European migrant populations. Rather our focus is on budding returnee migrants, and transnational entrepreneurs, who have navigated away from traditional means of remittances to their home countries to forging, and leveraging, more structured diasporic connections/ networks as alternative foreign investment mechanisms in and out of ‘home’ and ‘host’ countries. Indeed, from our combined experiences as practitioners and scholars, such missed opportunities need to be acknowledged by key stakeholders in order to mainstream the contribution of the diaspora towards the attainment of the sustainable development goals (SDGs) especially in the light of the missed targets of its predecessor, the millennium development goals (MDGs). In this context, we use the illustrative case of Nigerians in the Diaspora, tapping into the Nigerians in Diaspora Organisation (NIDO) activity network, as well as other similar experiences under the broader framework of the African Diaspora Network Europe (ADNE). Overall the study highlights the medium to long-term implications of these trends/ developments, for the attainment of key pillars of the SDGs in the region of interest – sub-Saharan Africa (SSA).
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The purpose of this paper is to report on the findings of an exploratory study undertaken by undergraduate marketing students confronted with the task of investigating the relevance of western business and management textbooks for the... more
The purpose of this paper is to report on the findings of an exploratory study undertaken by undergraduate marketing students confronted with the task of investigating the relevance of western business and management textbooks for the Arab world. The research questions arose out of the need to understand the reality behind the contention that “western business and management textbooks may not be suited to the Arab world context.”
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The interaction of higher education with other stakeholder groups (industry, communities and regulatory bodies) in scaling up the activities of informal enterprises has been largely ignored in certain sub-sectors. Considering the... more
The interaction of higher education with other stakeholder groups (industry, communities and regulatory bodies) in scaling up the activities of informal enterprises has been largely ignored in certain sub-sectors. Considering the proximity and proclivity among students who engage in part-time work in the underexplored sectors of hairstylists (barbers and women’s hairdressers) and carwash businesses, this study interrogates why, despite their concentration around most Nigerian university communities, they remain disconnected and unable to scale up. Through consideration of the Triple Helix model and the entrepreneurial venture development process the study highlights avenues for universities to scale up such operations as part of their third mission. The authors provide theoretical and practical implications for community and enterprise development in emerging African economies, especially that of Nigeria.
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PurposeThis study investigates and contextualises the Igbo Traditional Business School (ITBS) and planned entrepreneurial behaviour across Nigerian higher education sector in a period of crisis occasioned by the COVID-19... more
PurposeThis study investigates and contextualises the Igbo Traditional Business School (ITBS) and planned entrepreneurial behaviour across Nigerian higher education sector in a period of crisis occasioned by the COVID-19 pandemic.Design/methodology/approachThe study is based on a quantitative survey of undergraduate students on ITBS, and the data were analysed using the SmartPLS structural equation modelling (SEM).FindingsThe study finds that the COVID-19 pandemic has had negative influence on attitudes, subjective norms, perceived behavioural control (PBC) and entrepreneurial intention (EI) of students, but these negative influences are mediated/moderated by the ITBS.Practical implicationsThe study presents some practical and managerial implications that will be of interest to ITBS administrators, the government and other stakeholder groups.Originality/valueWhile research has increasingly explored the role of the ITBS in promoting entrepreneurial activities, not much has been linked to coping mechanisms for students in crisis times. The study unearths the “positive” influence of the pandemic on entrepreneurship and how the ITBS mediates the “negative” aspects of COVID-19 on entrepreneurial vocation.
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The purpose of this exploratory study is to highlight the potential of sports and especially football as a nation building tool. Taking the particular case of a little known name in international football circles, the study highlights a... more
The purpose of this exploratory study is to highlight the potential of sports and especially football as a nation building tool. Taking the particular case of a little known name in international football circles, the study highlights a potential avenue for domestic league development vis-à-vis the national league. The study is primarily documentary analysis driven, drawing upon a mixture of official statistics, contingent literature and personal observation-especially the on-pitch performance of the Rwanda National Professional League Football. Insights are also drawn from the National Team, i.e., “The Wasps” or “Amavubi” in Kinyarwanda – the local language. A similar approach has been undertaken for the case of the Sharjah Football Club in the United Arab Emirates, The Nigerian Football Federation and the “the War Elephants,” i.e., (Thai national football team). The study weaves in stadium development such as those featured at the recently concluded AfCON, i.e., Japoma Stadium (Douala), Ahmadou Ahidjo Stadium, and Olembé Stadium (Yaoundé), and Kouekong Stadium (Bafoussam), Roumdé-Adjia Stadium (Garoua) and the Limbe Omnisport Stadium (Limbe-Buea). Similarly, Rwanda-based stadia are showcased, e.g., Stade Amahoro and Stade Régional de Nyamirambo (Kigali); Stade Huye; Bugesera Stadium; and Stade Umuganda. Overall, the study advances a potential avenue for football governance, infrastructure development, investments, and a perception change of a range of stakeholders including fans and other regional and international observers (including potential investors) of football in a country at the forefront of African development.
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Purpose The purpose of this study is to explore the elements of the Marwari business community’s sociocultural context, which influence entrepreneurial behaviour. The entrepreneurial behaviour of the Marwari community is interrogated in... more
Purpose The purpose of this study is to explore the elements of the Marwari business community’s sociocultural context, which influence entrepreneurial behaviour. The entrepreneurial behaviour of the Marwari community is interrogated in the context of the wider indigenous entrepreneurship literature. Design/methodology/approach The study adopts a qualitative approach in exploring the thoughts, feelings, beliefs and effectual entrepreneurial behaviour of a sample of Marwari entrepreneurs. An exploratory, qualitative content analysis method was adopted to highlight the emerging insights into traditional entrepreneurship. Findings The study identifies unique, traditional Marwari behavioural constructs such as Sakh and Samai and the role it plays in trust-based business relationships. Overall, the study finds that although the Marwari practices and ecosystem enable a deep understanding of the entrepreneurial and business process, they do not facilitate creative innovation or entrepreneu...
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PurposeThe purpose of this study is to establish, drawing upon the indirect effects of customer reactance from an emerging economy perspective, the marketing implications of policy induced Mergers and Acquisitions (M&A) in Financial... more
PurposeThe purpose of this study is to establish, drawing upon the indirect effects of customer reactance from an emerging economy perspective, the marketing implications of policy induced Mergers and Acquisitions (M&A) in Financial Services.Design/methodology/approachThe study employed a quantitative research approach, relying on data from 517 customers of M&A banks in Ghana. Purposive sampling technique was used in selecting respondents for the study. Hypotheses were tested using a structural equation modelling.FindingsA positive and significant relationship between immersive marketing communication and consumer intention is revealed in the study. The presence of consumer reactance highly influenced the relationship. As a public policy tool, forced mergers and acquisitions was found to increase customer reactance. However, when customers are frequently engaged with relevant and consistent marketing communications through appropriate channels, such reactance would only be partial.R...
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The focus of this chapter is to examine, and highlight, how two major forces-new technologies and globalisation-have impacted (and are still impacting) upon the Nigerian Film Industry (also known as Nollywood). In exploring the nature of... more
The focus of this chapter is to examine, and highlight, how two major forces-new technologies and globalisation-have impacted (and are still impacting) upon the Nigerian Film Industry (also known as Nollywood). In exploring the nature of these impacts, the focus will be mainly on the areas of production and distribution (i.e. the general marketing activities) aspects of the value chain. Methodologically, in addition to relying on personal accounts based on the experience of one of the authors who has worked in the Nigerian film and TV industry for decades, anecdotal evidence of the impact of technology (notably digitalisation) and globalisation on the sector is derived from commentaries of five individuals knowledgeable of developments in the sector. Excerpts of the elite interviews cuts across the film value chain-from production, distribution, and marketing of the 'cultural' product (i.e. movies), to the internationalisation of the same. Consequently, the chapter is split into three broad sections-covering digital production, digital distribution, and digital marketing of Nigerian movies to both domestic and international (including the Nigerian diaspora) audiences.
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The study draws insights from ”The Entrepreneurial State” (Mazzucato, 2011), The World Bank’s “Listing State-Owned Enterprises in Emerging and Developing Economies Report (2021)”, which investigated EMDEs’ experience with SOE listings... more
The study draws insights from ”The Entrepreneurial State” (Mazzucato, 2011), The World Bank’s “Listing State-Owned Enterprises in Emerging and Developing Economies Report (2021)”, which investigated EMDEs’ experience with SOE listings over the past 30 years and the conditions under which some have succeeded, while others have failed, as well as the Asian Development Bank’s “The Bankable SOE: Commercial Financing for State Owned Enterprises” (ADB, 2021) to highlight the exploits of the Rwanda Development Board (RDB) as a State actor for catalysing enterprise development in Rwanda in particular and the rest of Africa more broadly.
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This keynote address revolves around the multidimensionality of Entrepreneurship and its intersections with other domains cutting across the wide spectrum of business and management as well as the social sciences more broadly. The... more
This keynote address revolves around the multidimensionality of Entrepreneurship and its intersections with other domains cutting across the wide spectrum of business and management as well as the social sciences more broadly. The posturing is anchored on prior works in the creative industries in Africa space, and more importantly, on the implications of these works for indigenous entrepreneurship. Overall, the conversation speaks to prior authored and co-authored books, and book chapters such as "Digital Entrepreneurship in Sub-Saharan Africa" (Palgrave/ Springer), Entrepreneurship and the Informal Sector in Africa (Routledge), "Arts Marketing & Entrepreneurship: Insights from the Nigerian Music Industry" (Routledge, 2022), and "the Creative Industries and International Business Development in Africa" (Emerald).
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Sales Management: A Primer for Frontier Markets emphasises and highlights the need to take sales management seriously, and especially so in the context of frontier markets - notably those in sub-Saharan Africa. It speaks to customer... more
Sales Management: A Primer for Frontier Markets emphasises and highlights the need to take sales management seriously, and especially so in the context of frontier markets - notably those in sub-Saharan Africa. It speaks to customer experience and customer service for value addition. A must read for both academics and practitioners involved in anything sales.
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This book calls for a paradigm shift towards environmentally ethical approaches, incorporating gender sensitivity and indigenous knowledge systems alongside modern science for effective climate change mitigation in Africa.