Abstract
The marketing literature is showing an increasing interest in Africa. This article addresses the contextual macro-level characteristics that such studies have in common, and traces the typical characteristics of African marketing systems back to their ultimately biogeographical foundations. These foundations include the north-south orientation of the main continental axis, the low presence of geological boundaries such as mountains and rivers, and Africa as the “cradle of mankind.” Through their evolutionary consequences, these factors evolved into the aggregate marketing system traits typical to Africa, which include the existence of multi-level markets connected by traders, a sharp distinction between the formal and informal sectors, and an overwhelming presence of micro-entrepreneurs and smallholder farmers. This analysis generates new insights into, among others, the role of biogeographical factors in marketing systems theory and the potential sources of competitive advantage and disadvantage for the endogenous African firms inherent to the system.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.