1st Edition

Marketing Management and Strategy An African Casebook

By George Tesar Copyright 2013
    280 Pages 15 B/W Illustrations
    by Routledge

    280 Pages 15 B/W Illustrations
    by Routledge

    This book gives readers an understanding of the factors that shape the marketing decisions of managers who operate in African economies. It brings together fifteen African cases written by scholars and executives with rich knowledge of business practices in Africa.

    By combining theoretical insights with practical information from the cases, the reader is introduced to issues relating to marketing strategy formulation, managerial actions in designing and implementing marketing decisions, as well as the operational contexts within which these actions are taken.

    The book is essential reading for both undergraduate and graduate students in marketing, international strategy and international business who require an understanding of African business.

    Part I: An Assessment of External Environments for Enterprises  1. African Harvest Biotech Foundation International: Biotechnology and Information Technology Fighting Hunger in Africa (Charla Griffy-Brown, Danny Hooten, and Florance Wambugu)  2. Cultural Challenges in Social Marketing Condoms in Malawi (Jayati Ghosh, Maureen Chirwa, and Ezekiel Kalipeni)  3. Will Privatization Save Nigerian Rail Transport System? (Robert Madu and John Kuada)  Part II: Perspectives on Executive and Managerial Strategies and Operations  4. Matunda Mema: Tanzania’s SME Processor of Dried Fruits (Daniel Wilson Ndyetabula)  5. Watatu Co. Ltd – Managing Growth: Entrepreneurs’ Tendencies and their Impact on Joint Venture (Tumsifu Elly)  6. The Kenyan Milk Market: Growth Enabling Policies and Strategies (John Kuada)  Part III: Executive and Managerial Strategic Action on the Enterprise Level  7. Marketing South African Wines in Denmark: Case of BotRiver Winery (Hamid Moini and John Kuada)  8. FAO Somalia and Terre Solidali: International Cooperation and Cross-Cultural Marketing (Vittoria Marino and Mario Testa)  9. Effort School or More Effort? (Fred Mugambi Mwirigi)  Part IV: Marketing Action  10. Danso Fruit Drinks (DFD) Ghana Limited (John Kuada)  11.Kaskazi Network Ltd (A) (Lisa Mwezi Schuepbach)  12. Jecures Sanita Chemical Company (Frederick Ahen and Peter Zettinig)  Part V: Marketing Rewards and Executive and Managerial Control  13. Kaskazi Network Ltd (B) (Lisa Mwezi Schuepbach) 14. Alfa Irrigation Technology: A Lack of Executive Control and Marketing Strategy (George Tesar) 15. Ghana Craft Company (John Kuada)


    George Tesar is Emeritus Professor at Umeå University, Sweden

    John Kuada is Professor of International Business at Aalborg University, Denmark

    'This book is an important contribution for teaching marketing to undergraduate and graduate students in emerging market context. The underlying pedagogical frameworks and cases are carefully crafted to draw on the tremendous expertise of educators and practitioners who are experts in their individual country conditions and issues. Students will be able to develop marketing strategies that are appropriate for the unique marketing conditions in most African emerging markets. Practitioners can also apply the framework to policy formulation and implementation to social marketing issues that face many emerging market economies, especially African economies. '

    Kofi Q. Dadzie, Associate Professor of Marketing, and President Elect, International Academy of African Business and Development, J. Mack Robinson College of Business, Georgia State University, Atlanta, USA

    'Africa thus presents a new context within which to explore and appreciate the encouraging paradoxes in marketing thought, and thus sets the new agenda for a new thinking in various spheres of marketing principles and practices. This book is intended to complement present textbooks based on, and written for developed economies. It is designed to fill the need for compact treatment of major aspects of marketing management and practices based on sub-Saharan African economies. The book contains current issues of fundamental principles designed for students, researchers and practitioners of marketing in Africa.'

    Professor Nana Owusu-Frimpong, Professor of Marketing, London Metropolitan University, UK