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Common Indigenous Selling Practices in Africa

Indigenous Management Practices in Africa

ISBN: 978-1-78754-849-7, eISBN: 978-1-78754-848-0

Publication date: 10 August 2018


Although African markets have incorporated various selling practices originating from the West, there are still some selling practices that are indigenous to the African people and are widely practised by sellers across the continent. This chapter is an attempt at documenting those indigenous practices with the aim of providing managers, educators and policymakers of the continent with a reference document on what these indigenous selling practices are, how sellers invoke them in the course of transactions and the cultural values that guide these practices. Primary data were gathered from three countries representing western, eastern and southern Africa through observations, field surveys and in-depth and key informant interviews while literature was sourced for secondary data. The chapter identified street selling, haggling and credit-based selling as the major indigenous selling practices found among sellers in Africa. The cultural values that guide selling in the continent include respect, trustworthiness and kindness. The chapter displayed a framework to explain the subject matter and made some practical suggestions that are relevant for managers, educators and policymakers.




The authors acknowledge Professor Abel Kinoti for the use of primary data collected under his supervision by Riara University, Nairobi, Kenya.


Uzo, U., Adeola, O., Shittu, O. and Otubanjo, O. (2018), "Common Indigenous Selling Practices in Africa", Indigenous Management Practices in Africa (Advanced Series in Management, Vol. 20), Emerald Publishing Limited, Bingley, pp. 31-45.



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