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9781804557631

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This unique collection of case studies across multiple sectors and regions in Africa presents a compelling resource for the advancement of indigenous knowledge and business practices on the continent. It provides an invaluable Africa context-specific resource to inform knowledge development about African businesses, ensure socio-economic advancement, preserve cultural heritage, achieve sustainability and enhance business decision-making in the continent. -- Prof. Nathaniel Boso, Dean of KNUST School of Business and O.R. Tambo Africa Research Chair in Entrepreneurship and Employability

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Ogechi Adeola is a Professor of Marketing at Lagos Business School, Pan-Atlantic University, Nigeria. In addition, she serves as a member of the Governing Board of University of Kigali, Rwanda. Her multi-dimensional research focuses on advancing knowledge across the intersection of marketing, entrepreneurship, tourism, and gender. She is the editor of the book, Indigenous African Enterprise: The Igbo Traditional Business School (I-TBS), published in 2021 by Emerald Publishing Limited.

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