Inaugural international symposium "Out of Africa (and into) Africa" on African Consumer Marketing and Firm Strategies May 2018. Submission Deadline 2/12

Inaugural international symposium "Out of Africa (and into) Africa" on African Consumer Marketing and Firm Strategies May 2018. Submission Deadline 2/12

Call Status

Deadline for Participation

Details

Call for Papers

May 24-25 Morgan State University, Baltimore

About the Symposium

The African continent has often been overlooked in the field of consumer research, despite the fact that it contributes over $1.5 trillion in total GDP and that the disposable income of the middle class in the five major countries alone matches that of China (Bain, 2015). Total consumer spending has already surpassed that of Russia and is expected to double by 2020. Despite the promising social economic development in Africa and foreign marketers' enthusiasm toward its future growth, there is limited market or consumer research for marketing practitioners to draw on (McKinsey's, 2012). The literature review shows that existing knowledge on African consumption and behavior is fragmented. We set following three goals for this symposium:

1. Reviewing current knowledge on African consumers, marketing and firm strategy - highlighting gaps in our knowledge and understanding of the field in that African context.

2. Developing an agenda for future research

3. Fostering collaborations among consumer, marketing and firm strategy researchers of similar interests.

The symposium intends to provide opportunities for brainstorming and dialogues among researchers and marketing practitioners. We will especially encourage collaboration between academia and businesses in the US and those from all over Africa. The symposium is open to any and all scholars who have research work related to the conference theme, and these can include: academic faculty, doctoral students, policy makers, bureaucrats, think tank researchers, NGO experts, and senior corporate managers.

View More Calls for Participation