Is market development a two-part dynamic?

We propose that successful market development in Africa requires an understanding of how local resources, such as market structures and socio-cultural bonds outside the market, combine with global tools to provide opportunities for crafting African-relevant strategies for long-term socio-economic sustainability.



Marketing Management: A Cultural Perspective
Editors: Peñaloza, L., Toulouse, N., and Visconti, L.M.

Chapter title

Market development in the African Context


Sammy K. Bonsu, Eric J. Arnould