The importance of entrepreneurship in steering sustained economic growth and improved well-being has been re-echoed over the past decade. Regrettably, the sub-Saharan Africa setting lags behind from the point of harnessing the economic development impact of entrepreneurship, and the obvious implication is ever increasing unemployment and poverty. Utilising a systematic review approach, this article draws from the body of knowledge to shed light on critical strategies towards achieving productive entrepreneurship. Specifically, we forward an entrepreneurial ecosystem framework that underlines the importance of institutional level and enterprise level attributes in achieving effective entrepreneurial ecosystem and maximising economic growth gains. We highlight strategic and pro-active initiatives for ensuring active and ambitious entrepreneurial orientation that will contribute to economic growth and create employment. Towards achieving these targets, we also flag critical policy guides, drawing attention to the facilitating role that governments can play in ensuring an effective and economic growth impacting entrepreneurial ecosystem. Directions for future research have been flag.

Digital technologies have tremendously evolved and become a part of daily life. This constant evolution constitutes a major determinant of how consumers and organisations engage. For consumers, the evolvement intensifies their socialising capacity with customers of like mind, voice their dissatisfaction, and explore alternative options. Marketers leverage the digital evolvement to engage with customers, acquire marketing intelligence, and exploit customers' purchase behaviour emotions. Recognising the growing digital technologies trend and importance to marketing, this chapter highlights the need for more effort towards enhancing the technology-marketing interface. Given that movement restriction-induced consequences of COVID-19 have intensified the paradigm shift from physical to virtual marketing, this chapter forwards a theoretical framing that takes a technology-marketing viewpoint that focuses on customer engagement and ensuring implementation processes for effectively managing associated challenges. Finally, recommendations are offered and future research directions flagged.