Africa's unique and diverse culture, embedded in age-long business practices, presents an interesting proposition for advancing indigenous knowledge and building sustainable structures. Casebook of Indigenous Business Practices in Africa is a collection of case studies across Northern, Eastern, Central, Western and Southern parts of Africa. Indigenous enterprises contribute to economic prosperity in Africa and are an essential part of the continent's business ecosystem. Contributing authors to this two-volume edited work explore the inherent potential of indigenous practices in bolstering business performance. This first volume focuses on Apprenticeship, Craft, and Healthcare, while the second volume considers Trade, Production and Financial Services, in select African countries.
Indigenous business practices hold great prospects for economic advancement in Africa despite the dominance of Western business methods, which, though beneficial, are yet to drive the continent's developmental agenda. By identifying and exploring indigenous practices of groups and enterprises, multiple actors, including entrepreneurs, policymakers, students, educators, and practitioners, are provided with context-based information that can foster social and economic empowerment across the continent.
The book extends the frontier of knowledge on the role cultural orientation, values, and traditions play in achieving a more prosperous Africa through the development of indigenous business knowledge.
About the Author: Ogechi Adeola is an Associate Professor of Marketing and the Head of Department of Operations, Marketing and Information Systems at Lagos Business School, Pan-Atlantic University, Nigeria. 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.
