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Third Level Resources

We are continually developing and supplying resources to support lecturers, researchers and students' engagement with doing Business in Africa and Sustainable Development. The resources we identify and provide to our network and interested parties seek to boost their awareness of Africa as an evolving global market actor. With particular focus on students and lecturers, the resources are conceived of as a means by which various value-adding business models become units of analysis, and basis for business initiatives by the students in their role as future practitioners, entreprenuers, policy and decision makers and supply chain managers inter alia.

So how does it work?
To enhance students' general understanding of the nexus between Business in Africa and Sustainable Development, we draw upon theoretical concepts that include: Base of Pyramid Markets, Value Addition, ICT4D, Creating Shared Value, Inclusive Business, and Sustainable Development Goals.

To develop students' better understanding of African business environments, and explore how businesses can contribute to the continent's sustainable socio-economic transformation, we teach the following subjects among others: The African Business Environment(s); Supply Chain Management – Approaches in, and for Africa; Innovation and (Social) Entrepreneurship in Africa; and Project Management in Africa.

Case Studies and examples of best practices bring to life the many ways that local and international businesses progressively shape peoples’ lives across Africa on a daily basis. Also see publications and other sources informing our teaching content.

We also listen to the voices of African students in Ireland and scholars on the continent, in an endeavour to learn more from them and strengthen the Fellowship and its implementation. For more on this, download our latest report here

Case Studies - External Sources

Quite a number of enterprises in Africa are founded with initial funding from international donors. The majority of such donor-dependant ventures are designed to (or aim to) facilitate social progress. While the Enterprises may aspire to scale, their growth strategies are not always clearly defined, and easy to implement. On the challenges of transforming a heavily donor dependant business model to an independent and viable business venture see Branzei et al. (2008): Yogurt Mamas: Probiotics in Tanzania, available on Ivey Publishing

A lot is said about music: For example, It lifts our spirits, brings joy to our hearts and souls, and brings people together, among other powerful socio-psychological functions. However, not many consumers seem willing to, or can afford paying for music particularly in many African countries. But this has not deterred African artists from producing quality music. Now some of the artists are tapping into Viral Marketing to promote their music, and earn a decent living. The challenge for most artists though, remains that of sustained growth and optimal utilisation of social media. For more on these challenges, music consumption and Viral Marketing in Africa, consider Maunder and Saini (2009): Verity: In tune with Viral Marketing, available at Wits Business School’s case centre.

On incubation programmes started by African entrepreneurs to promote home grown businesses, and the challenges of taking responsibility for all areas of their protégées’ development, see Gaylard and Urban (2012): Raizcorp: Planting the Seeds for Entrepreneurial Growth and Prosperity, available at the Case Centre.

Places are complex entities. For an in-class strategic discussion on rebranding Africa as a marketplace, inter alia, consider Srikant (2013): Africa rising: A myth or reality, available at the Case Centre.

From Qatar to Canada, many consumers across the World may be enjoying Nandos without knowing its origins. But why do some African brands appear to remain so silent about their ‘Proudly Made in Africa’ core? To stimulate debate on the place of origin effects and internationalisation, review Dunkwu (2013): Nando’s Brand: South Africa to global, available at the Case Centre.

Like many other financial institutions across the globe, African banks seek growth and competitiveness. For deliberations on an intra-Africa growth strategy based on competitive human resources, see El-Agamy and Leif (2012): Ecobank: A Passion To Build A World-Class Pan-African Bank, available at the Case Centre.

For a better understanding of how Multinational Corporations are deploying Bottom of the Pyramid Strategies to fuel Africa’s growth through internet and digitalisation, review Ratna (2015):‘White Spaces’ Connecting Africa with the World, available at Case Centre.

On the competitive mobile banking terrain across Africa, consider Sarit Markovich and Nilima Achwal (2015): M-Changa:
 Leveraging Kenya’s Mobile Money Market for Community Fundraising. Also note another piece by Suchitra Mohanty (2015): M-Pesa Will the Expansion Strategy Pay Off? available at the Case Centre.

Also you may find Muzanenhamo (2016) useful on commercialising 'folklore' and Digital Marketing; assessing the symbolic value of natural resources to locals and paying a fair price within the context of FDI and international stakeholder management; and managing supply chain resources and infrastructure. All the cases are available at the Case Centre.


Examples of Good and Best Practices

The Journey from Subsistence to Commercial Viability: The Case of Meru Hebs, Kenya

M-Pesa: The Safaricom Story

Meru Herbs: From Subsistence to self-sufficiency

Greater than the sum of the parts: The story of Value Added in Africa

Madecasse: Competing with “4x Fairtrade” business model



O’Connor, Christina and McGee, Siobhán (2015), "Proudly Made in Africa - The Value Added in Africa (VAA) Branding Story" in D. Jobber & E. Chadwick, Chapter 2, Principles and Practice of Marketing, 8ed., McGraw Hill (forthcoming).

O’Connor, Christina and McGee, Siobhán (2015), "M-Pesa the Mobile Money Service: Vodafone’s Market in Africa"  in D. Jobber & E. Chadwick, Chapter 2, Principles and Practice of Marketing, 8ed., McGraw Hill (forthcoming).

McGee, Siobhán (2014), Integrating Development Education into Business Studies: The Outcomes of a Consultative Study, Policy & Practice Review, 19 (1). 

McGee, Siobhán and Maeve Houlihan (2014), "Doing Business with Africa: Exploring a Business School T&L Intervention", Paper presented at 17th Irish Academy of Management Conference, University of Limerick, 5 September 2014.


Other Sources

The Africa Business Agenda 2017 by PwC

EY's Attractiveness Survey (2015) Africa: Executing Growth, Ernst and Young (2015).

Rethinking the Global Supply Chain, Science Magazine (June, 2014).

Beyond the Pioneer: getting inclusive industries to scale (Executive Summary and Report), Monitor Inclusive Markets (April, 2014).

Lions on the Move: The progress and potential of African economies, McKinsey Global Initiative (June, 2010).

Inclusive Business Guide: How to Develop Business and Fight Poverty by Gradl, C. and Knobloch, C. (2010).

The Fortune at the Bottom of the Pyramid, Eradicating Poverty through Profits, by Prahalad, C.K. and Hall, S.L. (2002).