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Marketing, economic growth, and competitive strategies of firms in Africa

John Kuada (Department of Business Management, Aalborg University, Aalborg, Denmark)

African Journal of Economic and Management Studies

ISSN: 2040-0705

Article publication date: 14 March 2016

687

Abstract

Purpose

The purpose of this paper is to examine the role of marketing in the economic growth and competitive strategies of Sub-Sahara African firms. It also seeks to offer a backdrop for the papers in the present volume of AJEMS.

Design/methodology/approach

It is based on a review of a selection of literature that highlights past and current perspectives of marketing’s contribution to economic growth and firm performance in developing economies.

Findings

The review suggests that trade liberalization in African countries since the 1980s has changed the competitive landscape of firms located in these countries and has compelled them to develop market-oriented strategies in order to enhance their performance. But the strategies adopted tend to target the growing middle income segments of the population in the urban areas and to ignore the poor.

Originality/value

It provides directions for future research into issues of inclusive marketing policies and strategies – i.e. strategies that embrace the bottom of the pyramid and transforms the production base of African economies.

Keywords

Citation

Kuada, J. (2016), "Marketing, economic growth, and competitive strategies of firms in Africa", African Journal of Economic and Management Studies, Vol. 7 No. 1, pp. 2-8. https://doi.org/10.1108/AJEMS-02-2016-0014

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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