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The purpose of this paper is to highlight the strategies undertaken by “entrepreneurial” universities to leverage their bottom-line especially in response to withdrawals of public funding. Internationalisation has been the most prominent from setting-up overseas branch campuses to aggressive recruitment drives for international students, and more recently, the launch of new programmes to attract a wider market.

Based on a documentary analysis, this study explores the future of curriculum development in entrepreneurial universities, using narratives around an “unconventional course” launch as a case illustration.

The findings reveal an interesting interaction of innovation, opportunity recognition, risk taking and pro-activeness at play within a university environment. The study also highlights how instructors have, in the past, based their syllabi on celebrities – from the Georgetown University to the University of South Carolina, University of Missouri and Rutgers University cutting across departments from English through sociology to Women’s and Gender Studies.

Overall this study captures the relationship between hip-hop artistry and poetry, as well as meeting the demands of society – societal impacts – not the least, bringing “street cred” into the classroom.

The case illustration of a course launch at the University of Missouri linking hip-hop artists to curriculum development and pedagogy, opens up the discourse on the future trajectory of teaching and learning in higher education, with its attendant social implications – not the least for life after graduation.

This study provides fresh insights into the entrepreneurial potential of universities in co-branded/marketing activities with the hip-hop industry.

Over the years, a considerable depth of research has established the link between trust, commitment and relationship marketing and its relevance to consumers’ brand preferences. Nonetheless, there is a dearth of research on how they are linked to religiosity. Accordingly, this paper aims to address the palpable gap.

This paper is conceptual and draws from the eclectic review of the extant literature that revolves around the key themes associated with the topic.

The paper emphasises the significance of trust and religiosity in consumers’ commitment to specific market offerings and brands which invariably strengthen relationship marketing. A model entitled Brand-faith Relationship model (BFR) is proposed to understand brand positioning in the marketplace in relation to faith. With this model, a four-category typology of brand position scenarios is suggested in this paper. Passive brand-faith relationship, faith trust established in the absence of brands, brand loyalty without any faith associations and brand loyalty, with positive brand-faith relationship.

This paper has significant implications for brand management in relation to segmentation, targeting and the positioning of brands in the marketplace. It also raises marketers’ consciousness on the potency of trust embedded in consumers’ faith/religiosity in their brand preferences.

This paper explores the concepts of trust and consumers’ brand choices within the relationship marketing literature vis-à-vis the role of religion, which is rarely examined.

This study aims to investigate sustainability practices in the banking industry, focusing on a developing economy. It uses the triple-bottom-line framework to answer the following research question: how do banks in Nigeria conceptualise sustainability, and what role does it play in their banking practices?

This study adopts a social constructivist approach in its exploration of banking sustainability practices in an emerging economy, and the research design is a purpose-based (exploratory) approach. The qualitative data was collected from 33 bank personnel from various bank units and departments through semi-structured interviews to achieve the research objective.

The study reveals a lack of sustainability policies and programmes, as banks focus mainly on profitability. It uncovers unfair treatments of bank workers through casualisation, low wages and work overload. It indicates that most banks in developing countries ignore environmental considerations, as they still carry out paper-based transactions and use diesel-powered generators, which cause various negative environmental impacts. It also confirms that governments and banks in the country are not doing enough to propagate sustainable practices and banks have also not taken advantage of the sustainability concept to promote their brands; instead, they consider it as requiring additional operational costs.

The findings demonstrate the need for banks to see sustainability from a marketing point of view and adopt sustainable practices to create additional value that will improve their brand image and enhance their competitiveness.

The importance of sustainability in the banking industry in emerging economies is considered a viable means of contributing to the overall development goals of the United Nations as the world tries to preserve the environment. It also highlights the consequences of inaction or unsustainable banking practices.

Although consumption is a universal phenomenon, it is characterised with considerable degree of diversity in relation to various factors such as culture, age, gender, ethnicity and many others. Accordingly, more often than not, these factors underpin consumers' reactions to different market offerings including luxury products. While a plethora of scholarship efforts are evident in the extant literature in regards to luxury consumption, there is dearth of studies around how this is linked hedonism and ethnic consumers. Hence, this paper aims to fill a palpable gap in the literature by exploring the UK Black African women's taste for luxury fashion consumption.

The study is interpretive in nature with the use of 20 in-depth interviews conducted with Black African women through the use of snowballing and purposive sampling methods.

The study shows that the respondents' motivation for luxury consumption is driven by success and evolutionary motives, belongingness, societal pressures, cultural connection, anthropomorphism, consumer brand relationship and hedonism.

Apart from the theoretical implication of the study, which revolves around extending the discourse of taste in consumption and ethnic consumer behaviour, the paper will be greatly beneficial for marketing practitioners, especially in the area of segmentation, targeting and positioning vis-à-vis the marketing of luxury products.

Given the diversity which exists among various groups of consumers, the purpose of this paper is to explore students' consumption of non‐alcoholic beverages in Nigeria.

Three focus groups and 20 in‐depth interviews were conducted with students in three universities located in Lagos, Nigeria.

Initial findings indicate that these students' consumption of non‐alcoholic beverages is influenced in many ways. Nevertheless, the most striking of these influences are found to be convenience of purchase, along with availability, price, health concerns, and culture/social reasons.

The main contribution of the study lies in the relevance of segmentation, targeting, and positioning activities of business organisations in respect of marketing of non‐alcoholic beverages. Based on the findings, the empirical study will serve as a valuable input to marketers in their planning, analysis, and implementation of appropriate marketing strategies to students vis‐à‐vis the highlighted influences on their consumption of this category of food. It will thus serve as a tool for creating competitive advantage in this prevailing volatile business environment.

The purpose of this conceptual paper is to explore how Africa has been branded, and to suggest ways the continent could be re‐branded to attract both international and domestic investments.

An extensive review of literature that encapsulates branding, nation branding, place/destination branding, foreign direct investment and issues associated with investment opportunities in Africa was conducted towards exploring how Africa has been branded and could be re‐branded.

This paper finds that the extant literature is replete with publications that essentially associate Africa, as a brand, to poverty, underdevelopment, corruption, doom, pestilence and several other inauspicious features. Nonetheless, the article also shows that there are several existing virtues especially in the form of business opportunities in several sectors that could be accorded extensive publicity to espouse the continents' brand equity. These range from agriculture, to tourism, to real estate, to sports and several existing foreign direct investments already thriving in several parts of the continent. Hence, the suggestion for re‐branding Africa as a viable continent for global business transactions is strongly emphasised in the article.

This paper has a significant implication for positioning Africa as a relevant business partner in the global marketplace by echoing the extensive business opportunities that await both the indigenous and foreign investors in the continent.

The article espouses the brand equity of Africa as a continent and suggests avenues for constantly communicating the inherent virtues of the content to the world towards maintaining her rightful position in the international business community.

This paper aims to examine the Nigerian advertising environment with children as the target audience in relation to its regulatory system.

A comprehensive review of the extant relevant literature was conducted to provide the needed framework for exploring the state of ethics in advertising to children in Nigeria.

While it is shown that Nigeria like most other countries of the world has regulations on advertising to children in place, some examples from the industry indicate that some of the advertisers/marketers are not embracing these fully, hence the recommendation for a robust strengthening of how these rules are being implemented.

The regulations will ensure a society which enjoys an ethically acceptable advertising with respect to children and their upbringing and safety, and will consequently be beneficial to all the stakeholders including the international community.

The paper reiterates the complexity inherent in the nature of the relevance of adverting to the life of children. Thus, it acknowledges its roles both as a beneficial tool which informs, educates, and offers social benefits; and the downside which revolves around its major criticism of being adopted unethically largely based on the irregularities in the way some marketers use it in the studied context.

The purpose of this paper is to explore the intricate interconnection between religion, spirituality and pursuits of economic opportunities among ethnic entrepreneurs, using British Africans as a frame. Against the backcloth of institutional constraints confronting ethnic minorities, the paper investigates how African immigrants in the UK utilise ethnic‐based religious resources in the enactment of entrepreneurship. It focuses on the intersection between religion, spirituality, and entrepreneurship for the purpose of providing “below the surface” understandings of African entrepreneurship.

Rooted in the context of discovery rather than verification, the research approach involved the use of a focus group as an “entry point” in the collection of field data. This was followed up with one‐to‐one interviews so that key issues were then probed deeper whilst simultaneously allowing considerable scope to idiosyncratically explore particular meanings with research participants. The sample was drawn from British Africans in London.

African Pentecostal churches have become a significant force in nurturing business start‐ups and encouraging entrepreneurship among the population group. Social capital generated within the religious organizations has a catalytic effect on entrepreneurial propensities.

The boundaries between enterprise and religion can be delicately thin and confusing, with wide‐ranging implications for policy interventions. For the entrepreneurs, reconciling religious orientation with the imperatives of entrepreneurship can be hugely problematic and this presents an opportunity in terms of support needs.

Ethnic‐based religious spaces have become a fecund ground for stimulating a brand of religion‐based ethnic entrepreneurship. This hybrid entrepreneurship is unique and offers a novel platform for constructing new understandings of ethnic entrepreneurship.

Given that a “one size fits all” strategy might not be sufficiently robust enough to capture all the idiosyncrasies of the ethnic minority market in Britain, due to the heterogeneous nature of their consumption behaviour, the purpose of this paper is to specifically explore clothing acculturation of Black African women in London, UK.

A total of 20 in‐depth interviews were conducted with women of Black African ethnicity resident in London, as recruited through the use of purposive and snowballing sampling methods.

Essentially, the study shows that clothing acculturation among these women is influenced by a number of interconnected factors which are identified and categorised in this study to be weather condition, social factors, religion, and personal factors.

Theoretically, the study supplements the existing ethnic minority studies in the literature, and extends understanding on acculturation and women's consumption of clothing. The implications of the study for marketing practice are discussed especially in relation to the use of segmentation, targeting and positioning strategy by organisations towards satisfying their disparate target markets in the society.

This paper aims to unravel how membership of Pentecostal fellowships aids the entrepreneurial activities of African-Caribbean (AC) members. While many issues about the entrepreneurial engagements of AC people have been discussed in the literature, there are far less studies documented about the link of these activities to faith, especially in the context of Pentecostalism.

Adopting the interpretive research paradigm, a total of 25 tape-recorded, semi-structured, in-depth interviews were conducted with AC entrepreneurs who are members of Pentecostal faith-based organisations in London, and pastors in this same sphere. Sixteen of the respondents are entrepreneurs running and managing their businesses, seven are pastors and the remaining two fall in both categories, as they are both entrepreneurs and still serving as pastors in churches in London. Rather than merely serving as gatekeepers for information, the pastors are active participants/respondents in the study.

The paper highlights the challenges confronting the AC ethnic entrepreneurs, but also suggests that those in the Pentecostal faith are motivated and emboldened by the shared values in this religion to navigate the volatile marketing environment. It unveils participants’ faith in God as their key business survival strategy. It also shows the unwavering confidence of the respondents that this religious stance results in outstanding business successes like increase in sales and profits, competitive edge, divine creativity and innovation, opportunity recognition, networks, institutional support and other factors that underpin entrepreneurship.

This study unpacks the thickly blurred link between Pentecostalism as a thriving religious orientation among the AC ethnic group in the UK and their entrepreneurial engagements.