Brands & MARKETS
Ogechi Adeola is an Author and Professor of Marketing at
the Lagos Business School.
WELCOME TO MY WORLD
Africa has a long history of conducting businesses embedded in social networks, entrepreneurial activities and business clusters. Prior to the western colonisation in all spheres of the African structural system, the continent had its own traditional cultural and business systems upon which its nations were built. In a search for an Africa-centric model, it is time to look inward and consider indigenous entrepreneurial theories, philosophies and practices to engineer our development. This Series aims to explore successful indigenous African Enterprises, covering business methods, trade practices, talent management, entrepreneurial incubation, financial practices, family businesses and succession planning, and sales and marketing practices.