... our theoretical assumptions in the context of the Belt and Road Initiative (BRI) in Sub-Saharan Africa (SSA). Design/methodology/approach We conducted a qualitative analysis of 20 semi-structured interviews with managers of German firms along the value chain of infrastructure projects in SSA...

... is to respond to the call of international marketing professionals for more studies on strategies that firms use in response to the complexities of interacting with other institutions in the emerging markets (EMs) of sub-Saharan Africa. The key research question investigated by employing the exploratory...

... undertaken by Sub-Saharan African firms might be unique (McFarlin et al., 1999). These contemporary advances in international marketing strategy development in Sub-Saharan Africa firms make it increasingly difficult to generalize marketing practices in Western societies to the Sub-Saharan African...