Perspectives on Macromarketing in the African Context: Introduction to the Special Issue

Dadzie, Kofi Q.; Sheth, Jagdish N.

doi:10.1177/0276146719900363

Cited by 7 publications

(4 citation statements)

References 27 publications

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“…Recent special issues in macromarketing have brought into focus underrepresented perspectives and provide exemplars for how research on race and racism in the discipline can be similarly catalyzed. The special issue of Macromarketing, in the African Context (Dadzie and Sheth 2020), builds on the tradition in macromarketing of researching non-western societies and highlights the value of theoretical insights from non-western market systems (Ingenbleek 2020). Likewise, the special issue on gender and macromarketing aims to make visible critical gender perspectives (Gurrieri et al 2020) including articles on systemic gender inequalities and injustices, including intersectional analysis that explicitly addresses the compounding and overlapping systems of oppression (Steinfield and Holt 2020).…”

Section: Resultsmentioning

confidence: 99%

A Macromarketing Call to Action—Because Black Lives Matter!

Francis

2020

Journal of Macromarketing

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This essay poses the question do Black Lives Matter to marketing? Putting the spotlight on research in marketing reveals the multiple ways in which the field has neglected a most pressing issue of our time—structural and systemic anti-Black racism. The global rallying cry in the Black Lives Matter protests alerts us to the urgency for transformative change in all spheres including the marketing academy. Macromarketing is particularly poised to lead this change given the commitment to justice in marketing systems and concerns with the bilateral impact of marketing on society. This essay issues a call to action to re-historize the role of transatlantic slavery, for researchers to be reflective in addressing systemic racism, and for the academy to adopt anti-racist strategies to propel this scholarship from the periphery of marketing thought to its core.

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Section: Resultsmentioning

confidence: 99%

A Macromarketing Call to Action—Because Black Lives Matter!

Francis

2020

Journal of Macromarketing

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“…Africa remains marginalised in marketing theory, discourse and practice (Dadzie and Sheth, 2020). Marketing practice often imposes ethnocentric perspectives to frame African consumers and consumption in ways that essentialise and reflect Western intellectual imperialism (Pfeiffer, 2004).…”

Section: Hierarchies Of Knowledge In Marketingmentioning

confidence: 99%

See finish! Scunnered!! A vernacular critique of hierarchies of knowledge in marketing

Badejo

Gordon

2022

Marketing Theory

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Our paper presents a critique of how a totalising consumer voice predominates, as does a globalised marketing knowledge. We argue that it is time to release ideas from the marginalised, the unhinged and the peripheral. We feature a fictional dialogue between two characters using vernacular language: Ọmọ Naija, a Pidgin-speaking Yorùbá woman from Nigeria, and Rab, a Glasgow Patter-speaking man from Scotland. The conversation traverses two important areas of critique regarding hierarchies of knowledge in marketing: (1) decolonisation and (2) marginalisation of the vernacular. Our characters draw upon ancient and contemporary thinkers, writers and cultural icons to substantiate their critiques. Our analysis foregrounds how hierarchies of knowledge in marketing serve academic imperialism, an untranslatability of vernacular life and ignore the terroir of everyday existences.

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“…Marketing scholars have long acknowledged the critical role of marketing systems in promoting economic development and poverty alleviation (Cundiff 1982; Dadzie and Sheth 2020; Goetke 1987; Ingenbleek, Tessema, van Trijp 2013; Peterson 2006). These systems are primarily “a network of individuals, groups, and entities; embedded in a social matrix; linked directly or indirectly through sequential or shared participation in economic exchange, which jointly and/or collectively creates economic value with and for customers, through the offering of assortments of products, services, experiences, and ideas, and that emerge in response to or in anticipation of customer demand” (Layton 2011, p. 259).…”

Section: Marketing Systems and Savings Mobilizationmentioning

confidence: 99%

“…To this end, previous scholarship has addressed savings mobilization in Ghana (Dadzie, Akaah, and Dunson 1989), the market orientation of smallholders in Ghana (Blankson, Cowan, and Darley 2018), indigenous African businesses (Babah-Doudah, Barth, and Ingenbleek 2019), export marketing policies (Arnould 1989), and the adaptability of pineapple marketing systems in Benin (Hounhouigan et al 2014). More recently, the Journal of Macromarketing published a special issue on marketing systems in African economies (Dadzie and Sheth 2020). Relatedly, development scholars have also investigated the relative advantage of FFS versus IFAs in Africa’s savings’ mobilization marketing systems (Adams 1978; von Pischke, Adams, and Donald 1983; Allhassan, Reddy, and Guppati 2019; Aryeetey and Udy 1997; Fernando 1991; Hoffman 1990; Meyer et al 1989; Sanches Barrios et al 2015; von Pischke, Adams, and Donald 1983).…”

Section: Introductionmentioning

confidence: 99%

Promoting Bank Usage Habits in Africa’s Savings Mobilization Programs: A Strategic Marketing Perspective

Dadzie

Winston

Williams

et al. 2020

Journal of Macromarketing

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Despite widespread liberalization of savings mobilization marketing systems in African economies, consumers continue to rely more heavily on informal financial services than formal financial services, within these systems. The authors draw on habit theory and the strategic marketing framework to develop a rural, customer-centric marketing (CCM) model for promoting rural savings programs in the Sub-Saharan African (SSA) context. Results based on data from Ghana’s savings mobilization program show that under the current, liberalized policy regime, formal financial institutions generate a more significant relative advantage than informal financial arrangements. Of the four customer-centric marketing activities (i.e., service affordability, accessibility, acceptability, and awareness), consumers only viewed service affordability as generating a relative disadvantage. Relatedly, only service affordability positively influenced savings likelihood, while service accessibility negatively influenced the bank usage habit. The results confirm that the customer-centric marketing approach effectively identifies which service inducements promote the bank usage habit in Africa’s savings mobilization programs.

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Perspectives on Macromarketing in the African Context: Introduction to the Special Issue

Abstract: Introduction to the Special Issue on Macromarketing in the African Context

Cited by 7 publications

References 27 publications

A Macromarketing Call to Action—Because Black Lives Matter!

A Macromarketing Call to Action—Because Black Lives Matter!

See finish! Scunnered!! A vernacular critique of hierarchies of knowledge in marketing

Promoting Bank Usage Habits in Africa’s Savings Mobilization Programs: A Strategic Marketing Perspective

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