Academic
Publications
Journal Publications
1. Uchenna Uzo and Johanna Mair (2021). How informality affects habitual improvisation in firms:
insights from the Nigerian movie industry, https://www.tandfonline.com/doi/abs/10.1080/00208825.2021.1898102
2.Uchenna Uzo, Johanna Mair and Adedeji Adewusi (2021). How Firms Strategically Navigate Informal and Formal Copyright Practices: Insights from Nollywood https://www.emerald.com/insight/content/doi/10.1108/IJOA-06-2020-2236/full/pdf
3. Uchenna Uzo, Osaro Agbotaen and Adedeji Adewusi (2021). Antecedents of Customer Bargain
Satisfaction in Informal Retail Markets: Insights from Street Shoppers in Lagos, Nigeria, Journal
of Customer Behaviour. https://doi.org/10.1362/147539221X16206323664278
4. Uchenna Uzo, Johanna Mair and Adedeji Adewusi (2019). Relational activities and channel
contracts: Insights from channel intermediaries in Nigeria, https://journals.sagepub.com/doi/10.1177/2055563619867341
5. Uchenna Uzo and Chris Ogbechie (2017). The Role of Reseller’s Salespeople in Price Setting
Within Firms, https://link.springer.com/chapter/10.1007..
6. Tim Weiss, Silvia Dorado, Moses N Kiggundu, Christopher Marquis, Uchenna Uzo and
Christopher B. Yenkey (2017). Fertile Research Grounds in Emerging and Developing Countries:
Revisiting the Role of the Researcher, https://journals.aom.org/doi/10.5465/ambpp.2015.17675symposium
7. Uchenna Uzo and Jude Adigwe (2016). Cultural norms and cultural agents in buyer–seller
negotiation processes and outcomes, https://www.tandfonline.com/doi/abs/10.1080/08853134.2016.1188707
8. Uchenna Uzo and Johanna Mair (2014). Source and Patterns of Organizational Defiance of
Formal Institutions: Insights from Nollywood, the Nigerian Movie Industry, https://onlinelibrary.wiley.com/doi/abs/10.1002/sej.1171
9. Uchenna Uzo (2021). Retailer-Reseller Embeddedness and Price Setting in the Informal Economy. Qualitative Marketing Research, 10.1108/QMR-02-2020-0023
Book Chapters
1. Uchenna Uzo and Ephraim Nwokporo (2023). Talent Management in Retail: The Story of Grocery Bazaar. In Nwosu, B & Butler D. (Ed.), Managing People in Retail and Hospitality in Africa: A Practitioner’s Guide. Noirledge Publishing.
2. Uchenna Uzo and Ephraim Nwokporo (2022). Navigating Infrastructural Issues in Africa’s Retail for Competitive Advantage. In Uzo, U & Nzegwu, L (Ed.), Spotlight: Building Talents to Grow Africa’s Retail Businesses. Noirledge Publishing.
3. Henry Boateng, Uchenna Uzo, Ogechi Adeola, and Robert Ebo Hinson (2022). Bank Brand Avoidance: Service Perspectives from Nigeria and Ghana. https://link.springer.com/chapter/10.1007/978-3-030-88678-3_4
4. Ogechi Adeola, Uchenna Uzo and Adedeji Adewusi (2020). Indigenous Financial Practices of Igbo
Micro-entrepreneurs in Lagos, https://www.emerald.com/insight/conte…
5. Uchenna Uzo and Olamide Sarafadeen Shittu (2020). Nigeria’s Informal Economy, Social
Responsibility and Sustainable Development,
https://www.cambridge.org/core/books/-social-responsibility-in-developing-and-emerging-markets/nigerias-informal-economy-social-responsibility-and-sustainable-development/AB9D038F9A944…
6. Uchenna Uzo (2019). Informal Institutional Domains and Informal Entrepreneurship: Insights
from the Nigerian Movie Industry, https://link.springer.com/chapter/10…
7. Uchenna Uzo, Olamide Sarafadeen Shittu and Abel Kinoti Meru (2018). Introduction: Indigenous
Management Practices in Africa: A Guide for Educators and Practitioners,
https://www.emerald.com/insight/con…
8. Uchenna Uzo, Thaisaiyi Zephania Opati and Olamide Sarafadeen Shittu (2018). Characteristics of
the African Buyer’s Purchase Behaviour: A Guide for Educators and Practitioners,
https://www.emerald.com/insigh…
9. Uchenna Uzo, Olamide Sarafadeen Shittu and Abel Kinoti Meru (2018). Conclusion: Indigenous
Management Practices in Africa: A Guide for Educators and Practitioners,
https://www.emerald.com/insight/content..
10. Uchenna Uzo, Ogechi Adeola, Olamide Sarafadeen Shittu and Olutayo Otubanjo (2018).
Common Indigenous Selling Practices in Africa: A Guide for Educators and Practitioners,
https://www.emerald.com/insight/cont…
11. Uchenna Uzo (2015). Embedding Ethical Issues in Marketing Management Classes: An
Instructor’s Guide, https://www.thecasecentre.org/educa…
12. Emeka Enwere and Uchenna Uzo (2015). Future of Ethics Education in Management Curricula,
https://www.thecasecentre.org/educa…
Teaching Cases
1. Uchenna Uzo, Anindya Saha and Segun Jones (2023). Moniepoint: Building Trust through Routes to Market in Africa, (Forthcoming).
2. Uchenna Uzo(2020). Multipro Consumer Products Ltd: Managing Sales
and Channel Performance,
https://www.thecasecentre.org/educato…
3. Uchenna Uzo (2020). Splendid Ruby Scents Limited: The Scents of Sales Incentives,
https://www.thecasecentre.org/educa…
4. Uchenna Uzo (2019), Assist-2-Sell Properties Limited: Indigenous Marketing Strategies,
https://www.thecasecentre.org/educat…
5. Uchenna Uzo and Louis Nzegwu (2018). Indomie Noodles in Africa: Lessons on Digital and
Cultural Branding, https://www.emerald.com/insight/con…
6. Uchenna Uzo (2016). Bank PHB: Rise of Mergers and Brands,
https://www.thecasecentre.org/main/pr…
7. Uchenna Uzo and Albert J Alos (2016). Mainframe Film and TV Productions: Launching Maami,
https://www.thecasecentre.org/educato…
8. Uchenna Uzo (2015). Grocery Bazaar (GB): Retail Growth Strategies,
https://www.thecasecentre.org/educato…
9. Uchenna Uzo, Theresa Akomode, Segun Shogbanmu, and Philip Anegbe (2015). Research in
Motion/Blackberry: Managing Channel Conflicts in Nigeria,
https://www.thecasecentre.org/educa…
10. Uchenna Uzo (2014). Ibeju Water Company: Relationships in the Selling Process,
https://www.thecasecentre.org/main/pr…
11. Uchenna Uzo (2014). Lakeside Water Company: Pricing and Channel Decisions,
https://www.thecasecentre.org/ma…
12. Uchenna Uzo (2014). Out of Africa Lifestyle Limited: The Challenge of Market Segmentation,
https://www.thecasecentre.org/ma…