Abstract:
Africa is the world's most diverse and most challenging continent for marketers: normal rules of research do not always apply. African markets have a bad reputation, enhanced by media bias, preconception and prejudice but the continent as a whole has been enjoying over 5% annual growth of GDP, and in the coming decades is likely to be the home of the world's fastest-growing economies, as well as its slowest.
This could also be of interest:
Research Papers
Research Means Change For Africa
Catalogue: Congress 2022: 75th Anniversary
Author: Ndeye Diagne
Company: Kantar
September 23, 2022
Research Papers
Jambo Africa
Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Jill Barnes, Solveig Shapiro
 
November 28, 2004
Videos
Research Means Change For Africa
Catalogue: Congress 2022: 75th Anniversary
Author:
 
September 23, 2022
