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In the last 15 years, Nigeria has developed a feature film industry based on video and video compact disc distribution which currently produces over 600 films a year making Nigeria (in terms of numbers) one of the largest film producing nations in the world. English language films (Nollywood) have become a dominant media form all over the African continent. The purpose of this paper is to evaluate the implications of this phenomenon for marketing video film in Africa, and examine the structure of the industry.

Using the case study method, the paper examines how a technological innovation such as video home system (VHS) is being used in ways never imagined or intended by the innovators. Consequently, the emergence and proliferation of inexpensive VHS video tape recorders have led to the growth of video‐based movie production in several African countries, especially Nigeria.

It is hoped that findings of this case study will provide the basis for future scholarly analysis of the economy of the Nollywood industry, and also provide a template for practitioners to engage in future research in video film in Africa.

There have been no studies of Nollywood published to date.

The purpose of this paper is to examine how shadow constituents are redefining corporate social responsibility (CSR) through activism, and how oil companies in Nigeria are responding to this development.

This paper contributes to the conceptual framework of CSR which asserts that whereas all stakeholders of a company do not have an equal say in its strategic direction, they are affected by such direction, and must hence be considered.

The findings reveal these points: activists are gaining a strong foothold in forcing oil companies to cooperate with their vision of social change; Nigeria lacks legislation compelling oil companies to contribute to the development of their host communities; and although internal oil company documents suggest efforts to help their hosts communities have been made, no meaningful agreement between the oil companies and the indigenous communities have been reached.

The paper encourages a broader conception of CSR. Shadow constituents have become such influence wielding stakeholders in organizations today that we need to explore more fully the role they play in dictating public agenda and influencing policy globally.

Multinational corporations can develop a better understanding of strategies and techniques that can enable them to balance the interests of a wider group of stakeholders and manage the interconnected social, environmental and economic impacts of their businesses.

This paper enriches the research database on CSR.