Consider Africa—not with pre-established mindsets, unexamined assumptions, and bland generalizations—but for what Africa actually is: a setting in which mar

As developing nations increase their consumption rate, their relevance in the global marketplace grows. Existing assumptions and postulations about consumer con

Although the world's poorest inhabited continent, Africa has recently shown signs of being a source of economic growth in the coming decades, with increased for

​​Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the