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Africa Rising in an Emerging World: An International Marketing Perspective

Amankwah-Amoah, J., Boso, Nathaniel, Debrah, Y. A. (2018) Africa Rising in an Emerging World: An International Marketing Perspective. International Marketing Review, 35 (4). pp. 550-559. ISSN 0265-1335. (doi:10.1108/IMR-02-2017-0030) (KAR id:60548)


Purpose: The primary goal of this introductory article is to highlight important contemporary themes in international marketing strategy from the perspective of Sub-Saharan African firms.

Design/methodology/approach: The approach adopted is a review and synopsis of the existing body of research on international marketing research in Sub-Saharan African, and a discussion of the manuscripts included in the special issue.

Findings: International marketing in Sub-Sahara Africa is growing steadily, driven largely by rapid changes in socio-economic and demographic characteristics of consumers in this market. The growing appetite of multinational enterprises to explore new growth opportunities on this continent and the increasing intra-Africa cross-border transactions is driving unique approaches to international marketing that are predicated on using non-traditional means to produce, communicate and distribute products and services.

Research limitations/implications: While the international marketing opportunities and challenges discussed in this article are not exhaustive, the paper highlights important research themes that need consideration regarding international marketing research in Sub-Saharan Africa.

Originality/value: This introductory article emphasizes the unique international business landscape in Sub-Saharan Africa and discusses its international marketing strategy implications. The article further draws attention to a number of unanswered research questions that require additional research, and thus bring Sub-Saharan Africa to international marketing scholarly enquiry.

Item Type: Article
DOI/Identification number: 10.1108/IMR-02-2017-0030
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User: Joseph Amankwah-Amoah
Date Deposited: 25 Feb 2017 13:29 UTC
Last Modified: 09 Dec 2022 06:42 UTC
Resource URI: (The current URI for this page, for reference purposes)

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