...Christian N. Osakwe; Nwamaka A. Anaza Purpose Using firm-level data from small- to micro-sized agro-based enterprises located in developing Africa, the purpose of this paper is to employ a resource-based marketing model to explain financial and nonfinancial organizational performance outcomes...

... or club level to the meso or country level remains to be investigated at both scholarly and policy levels. Social implications – There are success stories on the management and development of football in Africa and as the case of Nigeria demonstrates, Stephen Keshi, the national coach, symbolises...

... area of study in international business. The majority of studies have focused on Latin America and Asia ignoring the 800 million BOP consumers in Africa. The paper expands knowledge in the area thereby providing new insights on marketing to the BOP. The paper extends the discussion on potential...

...Maktoba Omar; John Ensor; Collins Osei; Ayantunji Gbadamosi Purpose The purpose of this conceptual paper is to explore how Africa has been branded, and to suggest ways the continent could be re‐branded to attract both international and domestic investments. Design/methodology/approach...

...Linus Osuagwu Purpose The purpose of this paper is to examine political marketing with regard to its different conceptualisations and dimensions, and to suggest cognate areas for empirical research efforts, especially in Sub‐Saharan Africa. Design/methodology/approach Perspectives from...

...Sonny Nwankwo With a population of over 600 million people, Africa is, demographically, one of the fastest expanding markets in the world. However, very little is known about how its marketing environment is unfurling, partly because of the taken‐for‐granted assumptions and bland generalizations...