The impact of the marketing management concept on economic development in sub-Saharan Africa

Cover Page

Cite item

Full Text

Open Access Open Access
Restricted Access Access granted
Restricted Access Subscription or Fee Access

Abstract

The marketing concept has played an important role in helping leading economies achieve their current level of economic development. That is why the marketing concept can have a stimulating effect on the economic development of developing countries. This article discusses the role of marketing in the economic development of Africa in general and sub-Saharan Africa in particular. The article analyzes the latest changes in marketing activities in Africa and their importance for the overall economic growth of the continent as a whole and in sub-Saharan Africa in particular. An integrated marketing model of market economic development for developing countries is proposed. This model can serve as a guide for future research in the field of marketing and economic development on the African continent and in Sub-Saharan Africa.

About the authors

Elena Stepanovna Petrenko

Plekhanov Russian University of Economics; State University of Management

Email: petrenko_yelena@bk.ru

References

  1. Аль-Мазхури Я. Х. К. Особенности маркетинга в развивающихся странах // Актуальные проблемы гуманитарных и естественных наук. – 2018. – № 4. – c. 9-11.
  2. Дробот Е.В. Африканская континентальная зона свободной торговли как новый этап экономической интеграции на африканском континенте // Экономические отношения. – 2021. – № 3. – c. 465-482. – doi: 10.18334/eo.11.3.112133.
  3. Дробот Е.В. Восходящая роль региональных производственно-сбытовых цепочек в условиях функционирования Африканской континентальной зоны свободной торговли в постпандемический период // Экономические отношения. – 2022. – № 4. – c. 867-898. – doi: 10.18334/eo.12.4.116678.
  4. Дробот Е.В. Конкурентоспособность стран Африканской континентальной зоны свободной торговли в условиях пандемии COVID-19 // Вопросы инновационной экономики. – 2021. – № 2. – c. 869-896. – doi: 10.18334/vinec.11.2.112132.
  5. Дробот Е.В. Новые приоритеты национальной безопасности стран Африки в условиях нарушения глобальных цепочек создания стоимости // Экономические отношения. – 2022. – № 2. – c. 285-308. – doi: 10.18334/eo.12.2.114825.
  6. Дробот Е.В. Панафриканизм как выражение континентальной идентичности, или к вопросу об особенностях интеграционных процессов в Африке // Экономические отношения. – 2023. – № 1. – c. 51-78. – doi: 10.18334/eo.13.1.117510.
  7. Дробот Е.В. Перспективы экономического сотрудничества интеграционных объединений (на примере Африканской континентальной зоны свободной торговли и Евразийского экономического союза) // Вопросы инновационной экономики. – 2022. – № 4. – c. 2125-2146. – doi: 10.18334/vinec.12.4.116818.
  8. Дробот Е.В. Проблемы и перспективы реализации концепции корпоративной социальной ответственности в Африке // Экономические отношения. – 2021. – № 4. – c. 827-854. – doi: 10.18334/eo.11.4.112135.
  9. Дробот Е.В. Факторы интеграции стран Африканской континентальной зоны свободной торговли в глобальные цепочки создания стоимости // Вопросы инновационной экономики. – 2022. – № 1. – c. 741-754. – doi: 10.18334/vinec.12.1.114342.
  10. Дробот Е.В., Сапунцов А.Л. Африканская континентальная зона свободной торговли в зеркале международной экономической интеграции: Quo Vadis? // Экономические отношения. – 2021. – № 2. – c. 355-376. – doi: 10.18334/eo.11.2.112139.
  11. Ефименко С.В. Экономическая экспансия многонациональных предприятий Южно-Африканской Республики в страны Африки «через императивы» корпоративной социальной ответственности // Экономические отношения. – 2023. – № 2. – p. 291-310. – doi: 10.18334/eo.13.2.117833.
  12. Кюн М. Л., Вивье У., Сьюдасс Н., Кэлоф Д. Экосистема мониторинга бизнес-среды за пределами первого мира: кейс ЮАР // Форсайт. – 2020. – № 3. – c. 72-87. – doi: 10.17323/2500-2597.2020.3.72.87.
  13. Павлов В.В., Сапунцов А.Л. Расширение участия стран Африки в международной промышленной кооперации // Экономика, предпринимательство и право. – 2020. – № 12. – c. 3109-3120. – doi: 10.18334/epp.10.12.111506.
  14. Цыганкова В.Н., Самуэль Джой Проблемы развития электронной коммерции в Нигерии // Торгово-экономический журнал. – 2017. – № 2. – c. 99-110. – doi: 10.18334/tezh.4.2.38247.
  15. Abbott John C. Agricultural Marketing Boards in the Developing Countries // Journal of farm economics. – 1967. – № 49(3). – p. 705-722.
  16. Abbott John C. Agricultural Marketing Enterprises for the Developing World. - Cambridge: Cambridge University Press, 1987.
  17. Amankwah-Amoah J., Boso N., Debrah Y.A. Africa rising in an emerging world: an international marketing perspective // International Marketing Review. – 2018. – № 35(4). – p. 550-559. – doi: 10.1108/IMR-02-2017-0030.
  18. Andraz J., Rodrigues P. What Causes Economic Growth in Portugal: Exports or Inward FDI? // Journal of Economic Studies. – 2010. – № 37 (3-4). – p. 267-287.
  19. Arnold D.J., Quelch J.A. New strategies in emerging markets // Sloan Management Review. – 1998. – № 40(1). – p. 7-20.
  20. Awokuse T. Trade Openness and Economic Growth: Is Growth Export-Led or Import-Led? // Applied Economics. – 2008. – № 40. – p. 161-163.
  21. Balassa Bela Exports, Policy Choices, and Economic Growth in Developing Countries after the 1973 Oil Shock // Journal of Development Economic. – 1985. – № 23-25.
  22. Balassa Bela Exports and Economic Growth: Further Evidence // Journal of Development Economics. – 1978. – p. 181-189.
  23. Bogoviz A.V., Shokhnekh A.V., Petrenko E.S., Milkina E.A. Social effectiveness of the market economy: measuring and management // International Journal of Sociology and Social Policy. – 2021. – № 41(1/2). – p. 167-177. – doi: 10.1108/IJSSP-03-2020-0060.
  24. Chelariu C., Ouattarra A., Dadzie K. Market Orientation in Ivory Coast: Measurement Validity and Organizational Antecedents in a sub-Saharan African Economy // Journal of Business and Industrial Marketing. – 2002. – № 17(6). – p. 456-470.
  25. Dolan C., Humphrey J., Harris-Pascal C. Horticulture Commodity Chains: The Impact of the UK Market on the African Fresh Vegetable Industry. / IDS Working Paper 96. - University of Sussex, UK, 1999.
  26. Drucker Peter F. Technology, Management Society. - New York and Evanstone, IL: Harper Row, 1958.
  27. Etzkowitz Henry, Leydesdorff Loet A Triple Helix of University—Industry—Government Relations: Introduction // Industry and Higher Education. – 1998. – № 12. – p. 197-201. – doi: 10.1177/095042229801200402.
  28. Fokina O.V., Gagarinskaya G.P., Satonina N.N., Petrenko E.S. Marketing Strategies for Managing Sustainable Development in the Context of the 2020 Economic Crisis. / In: Popkova, E.G., Sergi, B.S. (eds) Modern Global Economic System: Evolutional Development vs. Revolutionary Leap. ISC 2019. Lecture Notes in Networks and Systems, vol 198. - Springer, Cham, 2021.
  29. Frimpong-Ansah J., Kanbur S.M.R., Svedberg P. Trade and Development in Sub-Saharan Africa. - Manchester, Manchester University Press, 1991.
  30. Fritz M., Schiefer G. Food Chain Management for Sustainable Food System Development: A European Research Agenda // Agribusiness. – 2008. – № 24(4). – p. 440-452.
  31. Gadde L.-E., Hakansson H. Supply Network Strategy. - Chichester, Wiley, 2001.
  32. Gibbon P. Upgrading primary products: a global value chain approach // World Development. – 2001. – № 29 (2). – p. 345-363.
  33. Gunasekaran A., Ngai E. Build-to-order supply chain management: a literature review and framework for development // Journal of Operations Management. – 2005. – № 23(5). – p. 423-451.
  34. Hart Stuart L., London Ted Developing Native Capability: What Multinational Corporations Can Learn from the Base of the Pyramid. - Stanford: Stanford Social Innovation Review, 2005.
  35. Hattingh D., Russo B., Sun-Basorun A., Van Wamelen A. The Rise of the African Consumer. - London, McKinsey Company, 2012.
  36. Helleiner G.K. Non-Traditional Export Promotion in Africa: Experience and issues. - Basingstoke: Palgrave, 2001.
  37. Hirschman A.O. The Strategy of Economic Development. - Yale University Press, New Haven, 1958.
  38. Jones David B. State Structures in New Nations: The Case of Primary Agricultural Marketing in Africa // The Journal of Modern African Studies. – 1982. – № 20(4). – p. 553-569.
  39. Kavoussi R.M. Export expansion and economic growth: further empirical evidence // Journal of Development Economics. – 1984. – № 14. – p. 241-250.
  40. Kaynak E., Hudanah Ben Issa Operationalizing the relationship between marketing and economic development: some insights from less developed countries // European Journal of Marketing. – 1987. – № 21(1). – p. 48-65.
  41. Kinsey J. Marketing in Developing Countries. - London, Macmillan Education Ltd., 1988.
  42. Kotler Ph., Lee N.R. Up and Out of Poverty. - Upper Saddle River, New Jersey Pearson Education, Inc, 2009.
  43. Kuada J. Internationalisation of Firms in Developing Countries: An Integrated Conceptual Framework. / In Kuada, John Perspectives on International Business – Theories and Practice. - London, Adonis Abbey, 2016. – 71-98 p.
  44. Kuada J. Marketing, economic growth, and competitive strategies of firms in Africa // African Journal of Economic and Management Studies. – 2016. – № 7(2-8). – doi: 10.1108/AJEMS-02-2016-0014.
  45. Kuada J. The Role of Marketing in Sub-Saharan Africa's Economic Development Process // Embracing the Opportunities and Challenges of Globalization - from the West, the East and the South: Biannual Aalborg International Business Conference, Rebild, Denmark, Vol. 6. 2016.
  46. Kuada J., Sørensen Olav Jull Internationalization of Companies From Developing Countries. - New York; London : International Business Press, 2000.
  47. Letelier M.F., Flores F., Spinosa C. Developing Productive Customers in Emerging Markets // California Management Review. – 2003. – № 45(4). – p. 77-103.
  48. Lewis W.A. Economic Development with Unlimited Supplies of Labor // Manchester School of Economic and Social Studies. – 1954. – № 22(2). – p. 139–191.
  49. Lusby Frank Useful principles for adopting a market development approach for enterprise development organizations // International Journal of Emerging Markets. – 2006. – № 1(4). – p. 341-347.
  50. Prahalad C.K. The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits. - Upper Saddle River, NJ: Prentice Hall, 2005.
  51. Ram Rati Exports and Economic Growth: some Additional Evidence // Economic Development and Cultural Change. – 1985. – p. 415-425.
  52. Ram Rati Exports and Economic Growth in Developing Countries: Evidence from Time Series and Cross-Section Data // Economic Development and Cultural Change. – 1987. – p. 51-72.
  53. Tschirley D., Hichaambwa M., Ayieko M. et al. Fresh produce production and marketing systems in East and Southern Africa: A comparative assessment. , 2019.
  54. Varadarjan Rajan P. Marketing in developing countries: the new frontier // Long Range Planning. – 1984. – № 17(6). – p. 118-126.
  55. Winston E., Dadzie K. Market Orientation of Nigerian and Kenyan Firms; The Role of Top Managers // Journal of Business and Industrial Marketing. – 2002. – № 17(6). – p. 471-480.

Supplementary files

Supplementary Files
Action
1. JATS XML
Download

Copyright (c) 2023 Petrenko E.S.

This website uses cookies

You consent to our cookies if you continue to use our website.

About Cookies