Africa’s Goldmine: A guide to winning its Unstructured Markets

Ready to skyrocket your business in Africa’s diverse markets? Discover the keys to winning over customers and dominating unstructured markets with Africa’s Goldmine a game-changing guide crafted to supercharge your business success!

Author: Prof. Uchenna Uzo, Professor of Marketing, Academic Director, Africa Retail Academy, Lagos Business School.
Expert Contributors: Marie Noelle Nguesan, Assante Tidiane, Baker Magunda, Lampe Omoyele, Rolayo Williams Lassebikan, Feyi Olubodun, Joseph Adetunji Adeyemi, Temitope Orilua, Elo Umeh.

Why This Book Is Your Winning Ticket

  • Boost Your Sales

Uncover the strategies that successful businesses use to thrive in Africa’s vibrant markets. Learn from industry experts who share their insider tips and tricks, giving you a competitive edge.

  • Decode Customer Behavior

Understand the buying habits unique to Africa. From the art of shopper bargaining to the power of colours in influencing purchasing decisions, this book unveils the secret code behind consumer behaviour.

  • Transform Challenges into Opportunities

Discover how to turn brand haters into your most passionate advocates and capitalize on selling premium brands in smaller quantities. Learn to tap into the potential of anonymous customers and creative consumers.

The audiobook for Africa’s Goldmine is now available for you to listen to on the go.

Join the Success Story

Whether you’re a business owner, marketer, or entrepreneur looking to conquer new markets, Africa’s Goldmine equips you with practical strategies that deliver results.

Experience the transformation and join the league of successful businesses already benefitting from the goldmine that is Africa’s unstructured markets.

Ready to unlock your success? Get your copy of  Africa’s Goldmine now and witness your business flourish in Africa’s dynamic markets!

Available here

Testimonials from Experts

Patricio Rojas Errazuriz, Professor at ESE Business School, Chile
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"Africa’s Goldmine is full of great insights that will help you to understand and manage unique customer behavioural patterns and produce real results."
Idorenyen EnangPresident & Chairman of Council, NIMN
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"A unique navigational tool to unearth the great world of opportunities, this is a fit-for-purpose business capsule that will nurture your capacity to win."
Wambui MbarireChief Executive Officer at Retail Trade Association of Kenya
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"It is said that African Markets are unstructured. Uchenna Uzo in this book illustrates how structured they are, in an African way."
Inigo GalloMarketing Professor, IESE Business School, Barcelona
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"A structured approach for brands to tackle an unstructured market. Uzo manages to combine practical, down-to-earth advice with ambitious, aspirational goals for brands who want to succeed in the most promising continent in the world."
Johanna MairProfessor of Organization, Strategy & Leadership, Hertie School, Academic Editor, Stanford Social Innovation Review
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"Africa’s Goldmine is a must-read for everyone who wants to understand markets and consumer behavior in Africa. Uchenna Uzo brings out new insights and defies myths that are relevant for business and everyone who has a desire to really understand Africa."

About the Author

 Prof. Uchenna Uzo holds a B.Sc and M.Sc in Sociology from the University of Lagos, and a Masters of Research in Management as well as a PhD in Management from the IESE Business School, Barcelona.

He is a member and reviewer of the Academy of Management and also a research fellow of the Scandinavian Consortium for Organisational Research (SCANCOR). He is an active member of the European Group of Organisational Studies (EGOS) and the American Marketing Association. He also served as a visiting research scholar to Stanford University, USA.

He is currently the Faculty Director at Lagos Business School and teaches courses in Marketing Management, Personal selling, Sales and Channel management. His research and consulting assignments span several industries focusing mainly on retail marketing management, sales and distribution channel management.

He currently sits on the board of a retail marketing company and is the author of several business case studies and book chapters. His academic articles have been published in the Strategic Entrepreneurship Journal and the Journal of Personal Selling and Sales Management. His case won the 2013 EFMD Case Writing Competition in the “African Business Cases” category. He is currently a member of the Management Board of the Lagos Business School.

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Uchenna Uzo

Uchenna Uzo

Uchenna Uzo's research and consulting assignments span several industries focusing mainly on indigenous sales and marketing strategies, retailing and consumer behaviour trends in Africa.

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Get To Know Uchenna Uzo

Uchenna Uzo

Dr Uchenna Uzo joined LBS in February 2002. He received his B.Sc and M.Sc in Sociology from the University of Lagos, and his Masters of Research in Management as well as Ph.D. in Management from the IESE Business School, Barcelona.

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