Market Development for African Endogenous Products

Abstract

The macromarketing literature has devoted substantial attention to marketing systems including those in emerging and developing countries. However, the market development of ‘endogenous’ products, which are products that are rooted in Africa’s natural- and socio-cultural resources and systems, is still understudied. Drawing on the 4As-framework and an exploratory qualitative study that examines market growth constraints for a product in Benin, this paper develops a descriptive theoretical model of market development for African endogenous products. The findings show that markets can be developed through endogenous marketing systems, because traders are familiar with the products and, once markets in easy-to-reach areas become saturated, they advocate their use in new market areas. Through this process, markets potentially grow from urban to peri-urban and rural areas. Because endogenous products have an inherent competitive advantage over foreign products, they deserve support in development policies next to the large commodities that typically characterize Africa’s production portfolio.

Promoting Bank Usage Habits in Africa’s Savings Mobilization Programs: A Strategic Marketing Perspective

“…However, the influences of all CCM were stronger among new customers than among existing customers. This evidence is consistent with the contention that while all CCM activities are essential in developing economies, there is a hierarchy of importance effects or stepwise process in which affordability is a precondition for all the other elements of CCM in the development of indigenous African product context (Babah-Daouda, Falylath, and Ingenbleek 2020).…”

Drivers, Barriers, and Facilitators of Entrepreneurship at BoP: Review, Conceptual Framework and Research Agenda

“…Moreover, besides providing training and quality control, supporting organizations should educate consumers about the uniqueness of products made by subsistence entrepreneurs (Figueiredo et al 2015; Ramachandran, Pant, and Pani 2012). The focus should be on developing mechanisms that enable value creation and capture using locally available resources and unique capabilities of subsistence entrepreneurs (Babah Daouda, Barth, and Ingenbleek 2020; Chakrabarti 2021; Figueiredo et al 2015; London, Anupindi, and Sheth 2010). Enabling subsistence entrepreneurs to access localized resources and networks can improve their marketplace integration (Arnould and Press 2019).…”

“…Such policies can help preserve the beneficial aspects of subsistence contexts such as interactional empathy, supportive role of social networks etc., while providing improved market opportunities to BoP producers (Ansari, Munir, and Gregg 2012; Barrios and Blocker 2015; Lindeman 2014). Bottom-up insights can also help policymakers and researchers in overcoming their preconceived notions ignoring the importance of local intermediaries in advancing socio-economic development in subsistence contexts (Babah Daouda, Barth, and Ingenbleek 2020; Beninger and Shapiro 2019).…”

Optimizing Market Growth Strategies in South Sulawesi: A Comprehensive Evaluation using Multi-Criteria Decision Making and the Analytic Hierarchy Process (AHP) - A Case Study of PT MCM

“…This may involve strategic partnerships, acquisitions, or greenfield investments, depending on the specific market context and organizational capabilities. Cultural considerations, regulatory environments, technological infrastructure, and the adaptability of products or services to local market conditions are also important factors that can influence the success of market development initiatives (Adusei & Adeleye, 2021;Babah Daouda et al, 2020).…”