Marketing in Developing Nations | Contemporary Developments, Cases and Problems in Africa, Asia and The Middle East — A Showcase

This book presents contemporary cases across Africa, Asia and the Middle East to aid the global understanding of both market and consumer behaviours across the regions and equally provide robust knowledge to approach the markets with strategic responses. A unique characteristic of the African economy and the other regional markets like Middle East and Asia is that they might have one global business outlook for non-citizens and non-residents, but the internal structure and market behaviours quite reveal that they are different and diverse in terms of culture, socialisation, religion, technology assimilation, economic capacity etc., which invariably affect market behaviours, buying decisions and consumer behavioural patterns and decisions in each market.

The edited collection brings together a comprehensive assembly of cases with diverse features to provide foresight for marketing strategy, policy and decision-making. Marketing in Developing Nations will aid researchers and upper-level students looking to further understand the specifics of marketing in these regions while also offering real-life examples to stimulate further research and insight for global business.

Chapter 8 in particular, Going Global — A Qualitative Analysis of Nigerian Cuisine Beyond the ‘Jollof Rice’ Rivalry, resonates with a recent BBC News report on “West Africa’s Michelin-starred cuisine wows London .”

The first draft of the chapter was submitted over a year ago at the end of February 2023 and the synopsis reads thus:

This case is based on my treatise on Nigerian Restaurants Worldwide, which captures the core of the debate on two key themes (marketing communications and international/ global marketing), especially as it chronicles the internationalisation of the restaurant sub-sector of the food industry beyond the shores of Nigeria. From a broad review of the literature, and content analysis of media reports, the narrative is weaved together and provides some teaching and research implications for studying ethnic food marketing. Three countries in particular are touched upon, the UK (United Kingdom), UAE (United Arab Emirates) and Rwanda. In terms of managerial and theoretical implications, “Nigerian restaurateurs need to up their game and provide the appropriate ambience, quality of service and innovativeness” a theme that resonates with my inaugural research “Nigerian restaurants in London: bridging the experiential perception/expectation gap” published in 2007. At the theoretical level, academics are encouraged to prompt students to undertake research projects on how to internationalise/ globalise ethnic cuisine (e.g., Nigerian restaurants competitiveness especially in climes outside Nigeria).

Originally published at https://www.taylorfrancis.com.