Market Development for African Endogenous Products. (March 2020)

• Record Type: Journal Article
• Authors: Babah Daouda, Falylath; Barth, Philip; Ingenbleek, Paul T. M.
• Other Names: Dadzie Kofi Q. guest-editor.; Sheth Jagdish N. guest-editor.
• Is Part Of: Journal of macromarketing. Volume 40:Number 1(2020)
• Page Start: 13
• Page End: 30
• Publication Date: 2020-03
• Subjects: Market development -- Africa -- Value chains -- Food marketing -- 4As-framework; Marketing -- Periodicals; Marketing -- Social aspects -- Periodicals; 658.802
• DOI: 10.1177/0276146719882737
• Languages: English
• ISSNs: 0276-1467

Abstract

The macromarketing literature has devoted substantial attention to marketing systems including those in emerging and developing countries. However, the market development of 'endogenous' products, which are products that are rooted in Africa's natural- and socio-cultural resources and systems, is still understudied. Drawing on the 4As-framework and an exploratory qualitative study that examines market growth constraints for a product in Benin, this paper develops a descriptive theoretical model of market development for African endogenous products. The findings show that markets can be developed through endogenous marketing systems, because traders are familiar with the products and, once markets in easy-to-reach areas become saturated, they advocate their use in new market areas. Through this process, markets potentially grow from urban to peri-urban and rural areas. Because endogenous products have an inherent competitive advantage over foreign products, they deserve support in development policies next to the large commodities that typically characterize Africa's production portfolio.