Johannesson, J. and Palona, I. (2010) The dynamics of the East African market. International Journal of Marketing Studies. 2(1), pp. 13-23. 1918-719X (Print); 1918-7203 (Online).
| Item Type: | Article |
|---|---|
| Abstract: | The establishment of the East African Community (EAC) Internal Market in 2010 creates a market of 126 million people. This article reviews the dynamics of marketing in the EAC by describing the history of the EAC formation, the socio-economic situation, and the role of factor investment in laying the foundation for rapid economic growth. Moreover the development of the retail environment in the EAC and the corresponding successful marketing mix strategies are described. The typical business strategy, structure, and rivalry and the role of chance are discussed as well as managerial implication for organizations entering or operating in the particular characteristics of the EAC market |
| Subjects: |
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products H Social Sciences > HF Commerce > HF1379 International commerce H Social Sciences > HC Economic History and Conditions > HC94 By region or country > HC800 Africa |
| Creators: | Johannesson, Jokull and Palona, Iryna |
| Publisher: | Canadian Center of Science and Education |
| Faculties, Divisions and Institutes: |
University Faculties, Divisions and Research Centres - OLD > Faculty of Business & Law > Business and International Management (to 2010) Faculties > Faculty of Business & Law > International Strategy & Business |
| Date: | 2010 |
| Date Type: | Publication |
| Page Range: | pp. 13-23 |
| Journal or Publication Title: | International Journal of Marketing Studies |
| Volume: | 2 |
| Number: | 1 |
| Language: | English |
| ISSN: | 1918-719X (Print); 1918-7203 (Online) |
| Status: | Published / Disseminated |
| URI: | http://nectar.northampton.ac.uk/id/eprint/2974 |
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