An Example of African Humanism: Ivory Couture

Abstract

This chapter presents African humanism through the case study of Ivory Couture, a fashion enterprise in Enugu, Nigeria. The authors discuss humanistic management as an element of ethics towards employees. They also point out that communitarian African philosophical concepts such as Ubuntu and Omoluwabi are operationalised in the existence and practice of humanistic management in the continent. Given Africa’s socio-economic problems—including corruption, high unemployment, human rights violations and so on—it is refreshing to find businesses, even small ones like Ivory, practising humanistic management. Nevertheless, more can be done. A good way to increase the practice of humanistic management in Africa is to promote the traditional and cultural virtues proposed by the continent’s indigenous wisdom. This will enhance Africanisation of management practices.