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The purpose of this paper is to highlight important contemporary themes in international marketing strategy from the perspective of Sub-Saharan African firms.

The approach adopted is a review and synopsis of the existing body of research on international marketing research in Sub-Saharan Africa, and a discussion of the manuscripts included in the special issue.

International marketing in Sub-Sahara Africa is growing steadily, driven largely by rapid changes in socio-economic and demographic characteristics of consumers in this market. The growing appetite of multinational enterprises to explore new growth opportunities on this continent and the increasing intra-Africa cross-border transactions is driving unique approaches to international marketing that are predicated on using non-traditional means to produce, communicate and distribute products and services.

While the international marketing opportunities and challenges discussed in this paper are not exhaustive, the paper highlights important research themes that need consideration regarding international marketing research in Sub-Saharan Africa.

This introductory paper emphasizes the unique international business landscape in Sub-Saharan Africa and discusses its international marketing strategy implications. The paper further draws attention to a number of unanswered research questions that require additional research, and thus bring Sub-Saharan Africa to international marketing scholarly enquiry.