What makes Nigerians the happiest people in the world?

Date of publication: November 15, 2005

Author: Michelle Tan

Abstract:

Emerging markets are an untapped multi-billion dollar opportunity with significant consumer potential. By developing Africa through commerce, companies are re-thinking business models and processes to tailor to these markets. How can the barriers of understanding cultural and geographical differences be overcome? This presentation provides insight into Nigeria and its people. It is a case study of how consumer understanding is translated into visions, opportunities and growth. This is especially useful for businesses that may be interested in entering the market, but previously lacked the information to do so.

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