Noirledge - Africa’s Goldmine: A Guide To Winning Customers In Its Unstructured Markets By Uchenna Uzo
“Africa's Goldmine is full of great insights that will help you to understand and manage unique customer behavioral patterns and produce real results.”
—Patricio Rojas Errazuriz, Professor at ESE Business School, Chile
“A unique navigational tool to unearth the great world of opportunities, this is a fit for purpose business capsule that will nurture your capacity to win.”
Idorenyen Enang, President & Chairman of Council, NIMN
“It is said that African Markets are unstructured. Uchenna Uzo in this book illustrates how structured they are, in an African way.”
—Wambui Mbarire, Chief Executive Officer at Retail Trade Association of Kenya
“A structured approach for brands to tackle an unstructured market. Uzo manages to combine practical, down-to-earth advice with ambitious, aspirational goals for brands who want to succeed in the most promising continent in the world.”
Inigo Gallo, Marketing Professor, IESE Business School, Barcelona
“Africa's Goldmine is a must read for everyone who wants to understand markets and consumer behavior in Africa. Uchenna Uzo brings out new insights and defies myths that are relevant for business and everyone who has a desire to really understand Africa.”
Johanna Mair, Professor of Organization, Strategy & Leadership, Hertie School, Academic Editor, Stanford Social Innovation Review
Author’s Profile:
Dr Uchenna Uzo is the Faculty and Academic Director of the Africa Retail Academy at Lagos Business School (LBS). He received his B.Sc and M.Sc in Sociology from the University of Lagos, and his Masters of Research in Management as well as PhD in Management from the IESE Business School, Barcelona. He is a Research fellow of the Scandinavian Consortium for Organisational Research (SCANCOR) and the American Marketing Association. He also served as a visiting research scholar to Stanford University, USA and a visiting faculty at Strathmore Business School, Kenya.
He served as the Director of MBA Programmes at the Lagos Business School and is currently the Faculty Director and the Retail Academy of the school. He is a member of the Management Board of the school and the Senate of the Pan-Atlantic University. He teaches courses in Marketing Management, Personal selling, Sales and Channel management. Through his teaching responsibilities, he has participated in building the managerial and leadership competencies of over 1000 senior managers in Nigeria. He has also taught executives and CEOs at IESE Business School, Barcelona.
His research and consulting assignments span several industries focusing mainly on indigenous sales and marketing strategies, retailing and consumer behaviour trends in Africa. He is a Board member of companies in the retail and sports entertainment sectors. His academic articles have been published in journals such as the Strategic Entrepreneurship Journal and the Journal of Personal Selling and Sales Management. He has written teaching cases that won numerous awards such as the 2013 EFMD Case Writing Competition in the “African Business Cases” category and the Emerald/AABS Case Study Competition in 2017. He also received the Excellence Award for Entrepreneurial Education in 2016 and the Exemplary Leadership Award in 2017. He recently edited a book on Indigenous Management Practices in Africa and is the Founder of Afritail.
