1st Edition

Business-to-Business Marketing - An African Perspective
How to Understand and Succeed in Business Marketing in an Emerging Africa

  • Available for pre-order. Item will ship after May 15, 2021
ISBN 9780367201470
May 15, 2021 Forthcoming by Productivity Press
456 Pages 33 B/W Illustrations

USD $69.95

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Book Description

The Book

Business-to-Business Marketing: An African Perspective: How to understand and succeed in business marketing in an emerging Africa is a comprehensive application of the most current research results, concepts and frameworks to the African business-to-business (b-to-b) context. The chapters are designed to provide the reader with a thorough analysis of b-to-b. Important aspects like competitive strategy in b-to-b, marketing mix strategies, relationship management and collaboration, business services, big data analysis, and emerging issues in b-to-b are discussed with African examples and cases. As a result, the book is easy to read and pedagogical. It is suitable for courses at universities and other tertiary levels, undergraduate and graduate courses, MBA and professional b-to-b marketing programmes. Working managers will find it a useful reference for practical insights and as a useful resource to develop and implement successful strategies.

The Authors

Put together the four authors have over 60 years of teaching and research in b-to-b marketing and management in and outside Africa. They have the managerial and consulting experience that has enabled them to combine theory with practice. Their experience and expertise provided the needed background to uniquely integrate teaching and research with the realities of the African b-to-b market. Their knowledge and insight into the subject are unparalleled.





Table of Contents


Introduction and Learning Objectives

What is Marketing?

How is marketing done?



Part 1: Characteristics of the business-to-business market

Chapter 1: The business-to-business market

1.1. What is business-to-business marketing?

1.1.1. What are the key components of business-to-business marketing?

1.1.2. Marketing mix factors in business-to-business marketing *

1.1.3. The marketing philosophies/concepts in the business-to-business marketing context

1.2. Parties in the business-to-business market

1.3. Functions or Types of business-to-business Producers

1.4. Similarities and differences between business marketing and consumer marketing

1.5 Conclusion

References *

1.7. Case Study: Crispy Kreme of South Africa: A b-to-b or b-to-c company?

1.8. Insights into some African business markets: Kenya, South Africa, Tanzania, and Ghana.

1.8.1. Kenya’s b-to-b market - Examining the tourism sector


1.8.2. The Motor Industry Development Programme in South Africa.


1.8.3. Evolution of the Tanzanian innovation ecosystem



1.8.4. Business Relationships in an Enterprise Cluster of Informal Artisans in Ghana


Chapter 2: Strategy in the business-to-business market

2.1. Strategy for the business-to-business market

2.2. Formulating Strategy in B-to-B

2.3. Strategy in Micro, Small and Medium-sized Enterprises; and Entrepreneurial Companies

2.4. Contents of Business-to-business Strategy

2.5. Segmentation, Targeting and Positioning (STP) in B-to-B

2.6. Modes of Collaboration and Competition in Business-to-Business Markets

2.7. Conclusion


2.8. Case and Exercise: Unitrans – getting your food to the dining table

Part 2: Marketing and Purchasing in the Business-to-business Market


Murphy, D. (2007, April 6). B-TO-B vs B2C Marketing – Similar but Different. Retrieved from https://masterful-marketing.com/marketing-B-to-B-vs-b2c/


4.1. B-TO-B Buyers

4.2. Participants in the B-TO-B buying decision-making

4.3. B-TO-B buying situations

4.4. Modes of B-TO-B Buying

4.5. B-TO-B buying decision-making process

4.6. Determinants of B-TO-B buying behaviour

4.7. B-TO-B Buying Techniques

4.8. B-TO-B selling strategies

Customer‐oriented selling strategy

4.9. Conclusion




5.1. Nature of business-to-business (B-TO-B) selling

5.2. B-TO-B Sellers

5.3. Principles of B-TO-B selling

5.4. B-TO-B selling process

5.5. B-TO-B Selling Techniques

5.6. Conclusion


Part 3: Competitive Aspects of the Business-to-business Market


6.1. B-TO-B Service concept

6.2. B-TO-B service industry

6.3. Characteristics of B-TO-B services

6.4. B-TO-B service quality models

6.5. The relevance of B-TO-B service quality improvement

6.6. Case Study: Delighting the b-to-b service recipient - the value of the basics.


7.1. Why source and outsource?

7.2. The Scope of Sourcing

7.3. The future of global outsourcing

7.4. Why do businesses outsource?

7.5. Why has Africa not succeeded in becoming an outsourcing hub?

7.5. Conclusion

7.6. Case Study

Chapter 8: Systems and Project Business

8.1. What are Systems and Project Business?

8.1.1. Systems Business

8.1.2. Project Business

8.2. The nature and role of relationships and networks in systems and project business

8.3. B-to-B Opportunities for Suppliers, sub-Contractors, Consultants, and Financiers

8.4. The Project Business Process

8.5. The relationship between project management and project business

8.6. Risks and project business strategy

8.7. Success factors for systems and project business in Africa

8.8 Conclusion

8.9. Case and Exercise

References (Main Text)

References (Case)

Chapter 9: Managing Business with Governments, Institutions, and Non-business actors

9.1. What are Institutions?

9.1.1. Roles of Institutions in the African business-to-business market

9.1.2. Non-profit / idealistic / administrative / social objectives

9.1.3. How should b-to-b companies manage the idealistic/administrative/social objectives of Institutions?

9.1.4. Marketing and management interactions and relationships with institutions

9.1.5. How should b-to-b companies manage marketing and management interactions and relationships with institutions?

9.2. International Institutions and non-Business Actors in African Business-to-business Markets

9.3. Non-governmental organisations (NGOs)

9.3.1. Non-profit / Idealistic objectives

9.3.2. How should b-to-b companies manage the idealistic component of non-governmental organisations?

9.3.3. Marketing and management interactions and activities of non-governmental organisations

9.3.4. How should b-to-b companies manage the marketing and management interactions and relationships with non-governmental organisations?

9.4. Conclusion

9.5. Case and Exercise: How to improve public purchasing and save money for the government? The case of Ghana’s National Procurement Policy.


References (Chapter)

References (Case)

Part 4: Strategic Alliances and Collaborative Relationships Management in the

10.2 Partner Selection for Joint Ventures and Partial Acquisitions

10.3 Key Success factors for Joint Ventures and Partial Acquisition

Chapter 11: Buyer-Seller Relationship in Business-to-business (B-to-B) Marketing in the

11.1. Introduction

11.2. Understanding the Business to Business Market

11.3 Types and Importance of Alliances in the Business-to-Business (B-to-B) Market

11.4 Importance of b-to-b relationships

11.5. The Role of Decision Makers in B-to-B Context.

11.6. How to develop different types of a valuable business relationship

11.7. Initiating and Influencing Buyer-Seller Relationship in Business-to-Business Markets

11.8. Performance of Non-Equity Alliance in Africa

11.9. Communication methods in business relationships

11.11 Conclusion

Case and Exercise

12.1. Introduction

12.2. Brand Positioning Strategies

12.3. Harnessing social media and internet platforms for brand and customer loyalty

12.5. Customer Relationship Management (CRM): A tool for building customer loyalty

Part 5: Capacity Development in the African Business-to-business Context

Chapter 13: Developing Sales and Marketing Capability in African B-TO-B Context

13.1. Developing a Sales Organisation and a Sales Process

13.2. Developing a Strategic Sales Organization

13.3. Developing a Sales Organisation and a Sales Process

13.4. KAM Business Case

13.2. Developing a Sales Process

13.3. Engaging the Key Account Personnel


Part 6: Emerging Issues in Business-to-business Marketing

Chapter 14: Emerging Issues in Business-to-Business Marketing

14.1. The impact of globalisation on B-TO-B and how companies are responding

14.2. Transitioning to Servitization and Servitization strategies in business-to-business

14.3. How Digitalization and Artificial Intelligence are transforming business-to-business marketing


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Professor Richard Owusu is currently a Tenured Associate Professor at the School of Business and Economics, Linnaeus University, Sweden. He has experience in teaching both academic and executive programs in various universities throughout Europe, USA, Australia, and Africa. He has taught courses within International Business, as well as Marketing Management, Principles of Marketing, Business-to-business Marketing and Strategic Marketing both at graduate and undergraduate levels. Professor Owusu is a Founding Partner of Foresight Consulting Company which provides consulting services for Nordic and European Union companies to develop their business in Africa. He also has consulting experience in various areas of marketing and international business to both industry and government agencies. He is well published in the areas of international business in emerging markets, international

market entry, foreign direct investments, and international project business.

Dr. Nnamdi Oguji is an experienced professional with over six years’ experience working as a Senior Business Analyst and managing global supply chain projects for KONE Finland. Dr Nnamdi is also an international business (IB) researcher with research interests in international supply chains, global sourcing, foreign acquisitions and international joint ventures. He holds a Doctor of Philosophy, Economics & Business Administration from the University of Vaasa, Finland and an MSc Information and Service Management, Aalto University, Finland. His areas of expertise are big data analytics, business development, supply chain, quantitative and statistical analysis and international business. He has published a number of articles in peer-reviewed journals such as: International Business Review, Operations and Supply Chain Management: An International Journal; Supply Chain Forum, and Journal of Emerging Markets.


Robert Ebo Hinson is a Professor and a past Head of the Department of Marketing & Entrepreneurship at the University of Ghana Business School. Professor Hinson has been consultant to several local and international institutions in Ghana including Standard Chartered Bank, HFC Bank, CAL Bank, Merchant Bank, the Enterprise Group; and Ecobank. Robert also sits on the board of Camelot Limited (a listed company). Professor Hinson started his professional career in advertising and has since becoming an academic taught a diversity of undergraduate and postgraduate courses. Apart from his experience in teaching, Prof. Hinson has a keen interest in research and in recognition of his research productivity, was awarded the 2008 Emerati Highly Commended paper Award for a co-authored paper published in Corporate Governance, the 2009 Journal of African Business Best Paper Award, the 2010 Emerati Outstanding paper Award for a co-authored paper published in the Journal of Research in Interactive Marketing and the Best Paper award in the International marketing track at the 2010 Academy of Marketing Conference at the Coventry University Business School, for another co-authored paper.

Professor Hinson is published in or has had papers accepted for publication in rated journals like the International Journal of Public Sector Management, Internet Research, International Journal of Bank Marketing, Journal of Financial Services Marketing, Journal of Business and Industrial Marketing, and the Thunderbird International Business Review. He has delivered invited lectures in the University of Warwick (UK), University of North Texas Business School (USA); and the University of the Free State Business School (Bloemfontein, South Africa).

His current areas of research are services management, e-business, marketing practice, corporate social responsibility (CSR) and international business. Robert holds two doctorate degrees; one in Marketing from the University of Ghana; and a second in International Business from Aalborg University in Denmark.

Ogechi Adeola teaches Marketing Management at Lagos Business School. She started her career at Citibank Nigeria and spent approximately 14 years in the nation's financial sector during which she garnered experience in strategy, product development, sales and marketing, customer service and customer relationship management, cultural change management, amongst others.

Adeola holds a doctorate in Business Administration (DBA) from Manchester Business School, an MBA from the same institution and a law degree from University of Nigeria. She attended management and teaching courses at Cranfield School of Management, UK; the Flexcube Centre of Learning, Mumbai, India; Gordon School of Business Science, University of Pretoria, South Africa; Phoenix Educational Institute, Dubai and International Faculty Programme (IFP), IESE, Barcelona, Spain. She also holds a Certificate in Internet Marketing from the University of Cape Town and Merit Award from the Institute for Financial Management, Bangor, Wales. She is a certified Sales and Marketing Manager (American Institute of Management Studies), and a Visiting International Fellow at the Open University Business School, Milton Keynes, United Kingdom (2016). Her academic interests include sales force management, new product development, digital marketing, branding strategy and customer service leadership.

She has been a guest speaker and discussant at local and international conferences featuring top-rated companies and organizations, including the Lagos Chamber of Commerce and Industry (LCCI) business clinic, the West African Power Industry Convention (WAPIC) and Yale Africa-China Conference held in Lagos. She has taught in the Women Entrepreneurship & Leadership for Africa (WELA) program of China Europe International Business School (CEIBS), held in Lagos. She served as an expert-in-residence in a business advisory clinic for Goldman Sachs scholars on completion of a Certificate in Entrepreneurial Management (CEM) program at Pan-Atlantic University, Lagos. She was a part of the Alpha team of the Centre for Global Enterprise (CGE), engaged as virtual consultants for the London Taxi Company in 2015, and was awarded a Certificate of Achievement in Applied Business Collaboration with Distinction in Leadership Excellence.

She has published academic papers in top scholarly journals. In April 2016, her research work (co-authored) won Best Paper Award at the Australia-Middle East Conference on Business and Social Sciences (AMECBSS)/Journal of Developing Areas held in Dubai.

Adeola currently serves as Associate Dean of Business Administration at the California-based University of the People, an accredited online tuition-free institution. She is a Fellow of the Institute of Strategic Management, Nigeria and the National Institute of Marketing of Nigeria.


"This book is a must-read for scholars and practitioners interested in gaining insightful state-of-the-art knowledge about the working dynamics of the b-to-b marketing environment in Africa. The continent of Africa is predominantly constructed as a consuming region, thus promoting an overly skewed consumer-centric marketing (b-to-c). Ironically, the enormous marketing opportunities for b-to-b marketing in Africa are buried beneath the dormant potentials of ‘Rising Africa’ market, which await empirical, context-specific and case-by-case exposé. Four African scholars and scholars in Africa’s b-to-b marketing used this book to break the iceberg! They masterfully domesticated extant b-to-b marketing theories within the African context and render b-to-b marketing discourse in authentic narratives, which significantly different it from what authors from other climes present. Indeed, the book serves as Africa's b-to-b marketing gold standard! I unreservedly recommend the book as reference material for b-to-b marketing in Africa both to scholars and managers."

Prof Anayo D. Nkamnebe PhD, Professor of Marketing, Nnamdi Azikiwe University Nigeria. President, The Academy of Management Nigeria (TAMN)

"I strongly recommend the book for b-to-b courses in the continent and about the continent and for consultants and managers in the b-to-b field. While it is based on an academic format, it is easy to read and understand. It is a book that managers can refer to for insight when formulating strategies and developing action plans. Consultants will find it a useful reference when preparing reports and lectures. Likewise, leaders of government institutions and non-governmental organisations should find the book very insightful for seeing their organisations through a marketing lens."

Dr Kofi Q. Dadzie (Associate Professor), J.Mack Robinson College of Business, Georgia State University, Atlanta, USA. Immediate Past President, Academy of African Business and Development (AABD); Area Editor of Journal of Business and Industrial Marketing.


"I define a good nonfiction read, but it’s ability to coherently and expertly illustrate a particular concept with scrupulous attention to detail. Few books have satisfied this definition but this book is certainly on top! An underrated masterpiece, it is a must-read for those eagerly willing to delve further into the dynamics of the B-to-B marketing environment in Africa. Since it’s a concept constantly overshadowed by consumer-centric marketing (B-to-C), this book is a breath of fresh air for those willing to grasp the rising opportunities within the continents market. It masterfully elucidates each word exploring numerous theories and discourses, while providing lucid explanations for each sub-concept it dabbles in. I consider it a rare bout of luck that I stumbled upon such a treasure that could expertly unravel the secrets and hidden policies embedded deep within Africa’s B-B to marketing environment. Therefore, I deem it an excellent source of information and a perfect tutor for those yearning for a unique read that could possibly satisfy any question regarding the concept."

Dr. Samanjith Udumalagala, Apex Chief Operating Officer, Jospong Group of Companies