Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 560050
Title The Biogeographical Foundations of African Marketing Systems
Author(s) Ingenbleek, Paul T.M.
Source Journal of Macromarketing 40 (2020)1. - ISSN 0276-1467 - p. 73 - 87.
Department(s) WASS
Marketing and Consumer Behaviour
Publication type Refereed Article in a scientific journal
Publication year 2020
Keyword(s) Africa - African geography - human evolution - indigenous firms - marketing systems

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.

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